The Challenge
Drake State leadership sought a brand overhaul from a reputable marketing agency for colleges, ahead of a milestone anniversary.
As a Historically Black College & University (HBCU) Drake was eager to build on its legacy while staying fresh and relevant among an increasingly diverse prospective student pool.
Through a competitive process, Red Sage was selected as Drake State’s full-service agency partner – tasked with delivering a striking new brand that would generate buy-in among a number of core audiences.
The Results
- Successful development, and administration of 50+ digital surveys, 15+ interviews, and 6-8 “listening sessions” for research and discovery
- Complete rebranding, including logo design, messaging, multimedia and collateral assets, spanning 12+ months
- 100% buy-in and approval of the newly developed brand from core stakeholder groups
- American Advertising Award-winner for Integrated Brand Identity Campaign (Notable X)
The Partner
Drake State Community & Technical College is a driving force for education, attracting students from diverse backgrounds. The campus is located in Huntsville, Alabama.
Drake State provides flexible, affordable technical and university-transfer degrees, industry certifications, adult and continuing education. It’s known for customized skills training and partnerships that support thriving southern industries including healthcare, automotive, and manufacturing.
The Solutions
In collaboration with Drake State, Red Sage conducted extensive brand, audience, and competitive research, including focus groups. This foundation ensured our brand development strategy would allow all stakeholders to feel “heard” and “seen” throughout the process.
Our final logo for the college is bold and fresh, but retains legacy identity elements. Colors, fonts, and branded assets come together beautifully in a modern, UX-driven website with clear pathways for prospective and current students, faculty, and more.
As a full-service marketing agency for colleges, we further supported Drake State in communications across billboards, television, print, digital ads, social media, events, publicity initiatives, and newsletters.
