The video incorporates the graphics I designed and was animated by StackAdapt.
The Challenge
CSCU’s identity was confusing and lacked distinction in a crowded higher education space. Research revealed that most institutions relied on generic messaging and imagery that didn’t reflect Connecticut’s unique system. Many mistook CSCU for a single school, not the overarching brand for 17 institutions. The goal was to reposition CSCU as the go-to resource, connecting students with the right path and school. The result is an evolved brand and a new campaign concept: "Where CT goes."
Where CT Goes.
This campaign and evolved brand showcase the specific value propositions of each school. We wanted to highlight how users have options within the state schools and how this ties into a lifestyle aspect. The use of shapes represents how CSCU is not a one-size-fits-all system—my design includes many shapes, each representing a person, dream, and goal. The state schools have unique value propositions, as each specializes in different majors while also being located in beautiful spots across Connecticut. The use of local landmarks ties into Connecticut pride and the diverse educational options CSCU offers to students.
The Strategy
Before launching paid media, we focused on building a brand that could break through the noise and sustain long-term impact. Most higher ed messaging blends together, emphasizing affordability and rigor without speaking directly to students. CSCU took a different approach, positioning itself as a guide that empowers students to choose the path and school that fit them best.
This student-first message anchored the upper-funnel brand work, creating a strong emotional connection, then layered in bottom-funnel paid media to drive conversions.
