In September of 2016, Pearson and Maryville University signed a multi-year, multi-program, online enterprise agreement. As part of the agreement, Pearson was tasked with marketing online programs to non-traditional degree seekers. At the time, Maryville University was not a well-known institution. I was tasked with extending and positioning the brand on a national scale, with a hard deadline to be in market with a brand campaign by Jan 1, 2017.
Working with LA-based agency, Mistress, we created a full brand framework and delivered three TV spots. Pearson's in-house team produced photography, brand strategy, campaign creative, and a website to support the launch of the online degree programs and our national broadcast TV campaign.
Role: Creative Direction, Brand Strategy, Art & Photo Direction
Hello America
Maryville University did not have the brand awareness or recognition that category leaders possessed. This spot was intended to expose the audience to Maryville and establish awareness. The campaign focused on the courage of students and the university, who were both looking to change the status quo. The campaign tagline, "Let's Be Brave Together" connected them on a shared journey of transformation.
Tribute
The second commercial in a series of three, this spot was intended to build brand exposure and test additional messaging elements, specifically around disruption in the higher ed space.
I Am Brave
The final in the launch series, this spot was meant to be less brand anthem and more personal. Rather than focus on building brand, this spot's messaging was focused on the student.
Production occurred over 3 days in December of 2017 in Los Angeles, CA.
Director: Joachim Zunke | Society Production Co.
Maryville Brand DNA
Brand framework and strategy document intended to guide creative and messaging approach, as well as establish alignment across all teams.
Photography
One day after Maryville approved the national campaign direction, we embarked on a campus photoshoot, with the intent of capturing a diverse set of students and portraits that depicted the "Let's Be Brave Together" campaign look and feel.
Photographer: Jay Fram
Brand Framework
Funnel Oriented Messaging Strategy
Web Properties