George Williams College Undergraduate Enrollment

Spurred by our branding work for Aurora University, AU challenged us to rebrand their Wisconsin campus location: George Williams College. GWC isn’t a copy/paste of the main AU campus from Aurora, Illinois. Rather, it’s a small location on the shores of Geneva Lake in Wisconsin, which welcomes 40-50 new undergraduates students per year.

During the enrollment process, students may receive communication about AU’s campus options, so it was important for GWC to have a similar, yet distinct identity. With a truncated timeline, we introduced a minimal, well-designed logo and visual identity. We drew upon these new assets, as well as visual techniques from the main Aurora University campus, to keep the two brands familial. All print, digital, promotional, and environmental items were redesigned and we worked with the enrollment team to update their communication strategies, too.

In addition to refining existing plans, we encouraged the enrollment team to expand their marketing tacts to integrate social media and variable printing for prospective students. Upon the first implementation, GWC’s undergraduate open house attendance rate more than doubled, resulting in the largest registration and attendance in years.