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Creating a brand strategy for a college of art, design, and architecture: Case study of Pratt Institute
Journal of Education Advancement & Marketing,
1
(2),
191-197
(2016)
Abstract
Building a new brand at a college led by expert design practitioners is complicated, but also creates enormous enthusiasm and engagement. Success at Pratt Institute came from the inclusion of many stakeholders from different constituency groups and a willingness to embrace brand flexibility. Allowing fluidity in brand development may seem counterintuitive to ensuring consistency of look and message, but it is essential in the digital age and in a higher education environment where design is king.
Keywords: brand strategy; flexibility; messaging; positioning; graphic identity; voice; sub-brand
The full article is available to subscribers to the journal.
Author's Biography
Mara Mcginnis is the executive director of communications and marketing in the Division of Institutional Advancement at Pratt Institute, a college of art, design and architecture education located in Brooklyn, NY. Over the last 11 years, she has built an in-house communications and marketing operation for the institute, executed a visibility plan for the institute’s 125th anniversary celebration, and led a rebranding initiative in preparation for the college’s first-ever comprehensive fundraising campaign.
