Brand Management

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.