Lisa G. Brosky
Brand Management
Higher Education Begins Here
Despite enrolling half of Kentucky's undergraduate students, Kentucky's two-year colleges often are overshadowed by the state's research and regional universities. As a result, the colleges sometimes had an undeserved reputation as "13th grade" or "just a technical college."
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The tagline was intentionally direct as the colleges built the story around it.
At Jefferson Community and Technical College, whose flagship campus was near the University of Louisville and occupied a number of mismatched buildings, the brand took advantage of bold promotions, such as 13-story tall building banner, and building wraps to define the campus. Everything was complemented by powerful student success stories.


Mascot
Another important aspect was creating a mascot, in partnership with the Kentucky Community and Technical College System. Pathfinder told the story of starting your educational journey at one of the 16 KCTCS colleges.