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Case Study:
WCTC Brand Identity Campaign Spring 2024

Client: Waukesha County Technical College
Role: Lead Graphic Designer | Campaign Strategist | Brand Developer

The marketing team wanted to reposition WCTC, not as just another technical college, but as the go-to, future-forward choice in higher education.


The goal was clear: shed the "second-choice" stigma often associated with tech schools and proudly showcase how WCTC delivers an unrivaled education.

Campaign Goals:

  • Rebrand the college to reflect boldness, innovation, and excellence

  • Appeal to students who value efficiency, quality, and career readiness

  • Shift public perception from “fallback plan” to “first choice”

  • Create a visual identity that matches the confidence and uniqueness of the message

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Research & Strategy

To kick off the campaign, I started with:

  • Trend analysis of 4-year school campaigns vs. technical college messaging

  • Audits of local higher ed branding

  • Community input from students, staff, instructors, and partners

 

From this, we discovered a gap in voice: Tech colleges weren’t showing confidence. So we aimed to change that without losing approachability or inclusivity.

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Creative Concepting

Armed with research and ideas, I worked with the marketing team to develop campaign themes that would:

  • Celebrate individuality

  • Emphasize confidence over comparison

  • Feel modern, punchy, and smart

 

We landed on three standout slogans:

  • The Future of Higher Ed

  • From Underdog to Unrivaled

  • Because Average Is Just Not Our Style

Campaign Execution

As Lead Designer, I:

  • Created initial mockups for digital billboards, flyers, and social media

  • Helped plan and direct photoshoots to match the new brand tone

  • Developed a visual system and brand guidelines inspired by this campaign

  • Designed final assets for:

    • Print collateral

    • Digital & motion graphics

    • Website applications

    • Video promotions

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Outcomes

  • Launched a multi-channel brand campaign across print, digital, video, and web platforms

  • Designed 10+ billboard variations, over 20 print collateral pieces, and a full suite of digital assets

  • Contributed to a refreshed brand identity and internal brand guidelines adopted campus-wide

  • Supported production of 2 promotional videos aligned with the campaign theme

  • Strengthened WCTC’s position as a leading higher education institution in regional marketing efforts

  • Increased campus-wide engagement with brand messaging and design consistency

  • Elevated internal and external perception of WCTC as a confident, forward-thinking college

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