Our work continues on the creative identity front. In addition to the on-campus discussions held earlier in April with 60 participants, SimpsonScarborough completed their national external “pulse” work with 300 respondents to garner additional feedback from likely applicants and their families. So as described last update, we were testing two different creative directions that included visual direction ideas (fonts, colors, textures, and more) and also some verbal narrative to match.

Research questions included the following:

1. Which concept maximixes appeal, enhances recall, inspires action, and is most liked by audiences?
2. Which concept best expresses the positioning pillars (culture and values)?
3. Which concept appeals most to those considering a women’s college?
4. Which concept has the most distinct and ownable visuals? Most distinct and ownable voice?

The biggest finding from the external stakeholders was that both concepts were appealing to those already considering a women’s college. (Whew!) However, their concept called “First Edition” leads across all key metrics for external audiences—both those interested in a women’s college and those not— and more people said there was nothing they disliked. Both the messaging and design of First Edition have elements of great appeal, including its eye-catching colors, bright photography, and overall joyful and optimistic tone.

For internal audiences (students, faculty, staff, alumnae/i,) both concepts felt authentic. But they were drawn to the graphic elements and color in the visual expression of First Edition and the ownable language and energy of the verbal expression of the second concept, “Seeking Illumination,” in particular.

So as a result, we will be moving forward with the best of “First Edition” and adding in some of the verbal language and visual concepts from the second concept. And then further refine it all.

I get this is all abstract unless you participated in the on-campus conversations and have seen the conceptual work… but I will definitely share more details as we bring it all together.