PORTFOLIO | UCONN SCHOOL OF BUSINESS
UCONN SCHOOL OF BUSINESS
The graduate program for the University of Connecticut’s School of Business was at a turning point. They needed a brand refresh that would reflect the caliber of their students: the movers and shakers, the unstoppable change-makers, the ones who refuse to settle for anything less than the best. Traditional ads aimed at average students just wouldn't cut it for this elite group.
That's where Brighid came in. She worked closely with her team at Decker to develop a cutting-edge strategy that would launch in time for the fall of 2022 semester. Demographic research, market strategizing, brand tone development, copywriting and concept development were all part of the process.
Two bold strategies were presented, one leveraging confident copy and the other inspired by the power of liminal spaces and moments of opportunity.
