Brand | Creative

OVERVIEWStamats welcomes the opportunity to present this brand portfolio and creative concepts to Clayton State University (CSU). This document outlines the CSU brand promise and brand attributes, as well as the chosen creative concept that will drive the creative development of the CSU brand marketing efforts, and effectively reintroduce the University to Atlanta, the region, and the world.

These recommendations are based on extensive insights gained during several campus visits by the Stamats team; an extensive review of current CSU marketing materials and initiatives; all of the discovery, interviews, and strategic findings that resulted from our research and visits; and numerous internal brainstorming sessions by the Stamats team.

Without question, this is an exciting time at CSU. The enthusiasm for this project, the extreme sense of pride permeating the University’s gorgeous campus in Morrow, the impressive students, faculty, and administrators with whom we met, and the overall energy on campus has created the kind of momentum for which any school would hope. We are truly thrilled to be a part of this project.

For the chosen concept being presented, you will find a strategy statement, a rationale, a breakdown of why we are confident the idea will work, editorial elements (including sample copy and headlines), design elements, color palette, font recommendations, and a variety of sample design executions.

We, at Stamats, are excited to be your partner in this important endeavor and are confident that this brand identity will help capture and convey the Clayton State University story to the world.

As we move forward, it is essential to recognize the role of brand marketing and the many different ways it can raise awareness and reshape perceptions of Clayton State University. Your brand is more than a logo or a tagline. While those can be important and powerful symbols of a brand, what we’re really talking about goes much deeper than that. CSU’s brand is about the experiential promise the University makes to its audiences, and how well it upholds that promise.

A brand goes far beyond being a tool for recruiting students. It’s intended to tell the story of CSU to a variety of audiences in a powerful way that—ultimately—will resonate with them. At the same time, a brand cannot be “spin” or marketing hype. It must be built upon attributes and strengths that truly characterize the institution and something the entire University community can stand behind. One of the more impressive remarks made by one of your administrators, Ms. Corla Cummings, during one of our discussions was that, “This is a place where we build things,” such as relationships, futures, expectations, and skills, among many other things.

In this endeavor, together, we are building your brand.

CSU’s brand positioning is a “trustmark” for what the institution represents. As such, it should not just guide communication efforts but instead be a vital part of the University’s mission and vision on a strategic level. The idea is to consistently demonstrate the CSU promise, based on its greatest strengths, to students, prospective students, parents, faculty, staff, alumni, prospective donors, the greater Atlanta community, and the world at large so that these audiences embrace that promise in ways that lead to meaningful actions.

After all, a well-developed and articulated brand can enhance the University’s ability to attract first-tier faculty and high-performing students. It can help CSU weather crises more confidently and dispel negative misperceptions. It can position the University to better capitalize on all of the wonderful things students and faculty are engaged in on campus and around the world. And, more than anything, it can foster a sense of pride among students, faculty, administrators, staff, alumni, and the greater Morrow and Atlanta communities.

THE ROLE OF BRAND MARKETING

THE BRAND PROMIsECSU’s brand promise statement reflects the University’s mission and vision as you want them to be perceived by your target audiences. It identifies the intersection between your core values and what your key audiences define as important, distinctive, believable, and emotionally engaging.

Clarifying and communicating the Clayton State University brand promise statement consistently and repeatedly will reinforce the University’s brand identity and encourage your faculty, students, and other campus stakeholders to speak about CSU in powerful and desirable ways. The brand promise statement should be used as the touchstone of all CSU marketing efforts. This is an internal statement—not a slogan nor a tagline—against which all external messaging should be measured.

We engaged in a comprehensive and thorough process in arriving at this brand promise. After developing five acceptable brand promise statements, a web survey was conducted among CSU alumni, prospective students, current students, faculty, and staff/administrators. A total of 1,036 completed surveys were analyzed. After the research and test results were gathered and analyzed, the following promise was agreed upon as the statement that best captures and articulates the specific elements that make Clayton State University compelling and distinctive from its primary competition:

Clayton State University is an academically empowering and diverse institution, where engaged students take ownership of their experience and enjoy the kind of exceptional instruction and support that provides the knowledge, skills, and attitudes required to achieve their goals, advance their careers, and enrich their lives.

Various aspects of the brand promise are as follows:

AcADEMIcALLy EMPOWERING

Out of all the words and phrases from the five brand promises we tested, “academically empowering” was the most popular element across all audiences. Additionally, the phrase “empowered to achieve success” was another of the most appealing elements from one of the other statements we tested. It’s for these reasons that we include this notion of empowerment at the very beginning of the brand promise as the best single way to describe the institution itself.

TAKE OWNERsHIP OF THEIR ExPERIENcE

The idea of CSU as a place where students “take ownership of their experience” was one of the top three elements out of all words and phrases we tested, among all audiences. This idea, too, was clearly expressed to us in our qualitative findings from our campus visits with students and faculty. Therefore, we are confident that using those words to describe what students do upon entering CSU is absolutely critical.

ExcEPTIONAL INsTRucTION AND suPPORT

This, again, was one of the most appealing elements we tested and ties in very nicely with the idea of academic empowerment. Other phrases, such as “supportive learning environment,” “student-centered institution,” and “transformative educational experience” also tested very well and indicate that this is an idea that must be communicated to students, parents, alumni, the community, donors, and the world.

AcHIEVE THEIR GOALs AND ADVANcE THEIR cAREERs AND LIVEs

The phrase “gain the knowledge and skills that will benefit them throughout their careers” was the second most popular element out of all the brand promises we tested. Additionally, “lead fulfilling personal and professional lives,” “build a foundation for lifelong learning,” and “achieve their goals” all were very popular elements from other statements, making it very clear that this is the strongest way to describe outcomes and the expectations of Clayton State University students.

THE BRAND ATTRIBuTEsThe first step in extending CSU’s brand promise into the everyday language of its internal and external constituents is to develop brand attributes that emanate from, and support, the promise. Brand attributes come out of ideas inherent in the brand promise and, by articulating them, add substance and depth to its claims. Unlike the brand promise, which serves primarily as an internal guide and touchpoint for marketing strategies and messages, the attributes and language can and should be used regularly in all communications, from recruiting and advancement materials, advertising, and the web to informal conversations with visitors.

CSU’s brand attributes are derived from the brand promise statement and are supported by the findings of our quantitative and qualitative research into current perceptions about the University among its different constituents. Further, they are relevant, credible, and appealing. Together, they can serve to differentiate CSU and comprise the foundation for all brand-marketing efforts. One important thing to keep in mind is that, while they don’t appear below, we fully recognize the significance of CSU’s location outside of Atlanta, and the beauty of your expansive campus. Those are strengths and aspects of the experience that absolutely will be reinforced, no matter which brand concept, ultimately, is chosen. At the same time, the number of attributes and strengths that we really want CSU to own in the marketplace must be limited, and we feel the ones identified here go much deeper in telling your story to the region and the world. Clayton State’s brand attributes are:

AN EMPOWERING ExPERIENcE

The results from our promise testing made it very clear—Clayton State University is a place of empowerment. In fact, the single most appealing element from the overwhelming favorite of all the statements tested was the phrase “academically empowering.” Without question, yours is a university where students—from all walks of life and from a wide range of life experiences and backgrounds—know they can come and receive an excellent education, develop relevant skills, and position themselves for impressive professional achievements. Based on data we received from Dr. Nareem Reddy, we know that the academic reputation is among the top three reasons students choose to attend Clayton State University. While misperceptions regarding the academic setting there abound, it is clear that students encounter an experience that empowers them to make the most of their potential and achieve their goals in life. As put by one student, “When I first came here, the feeling I got was like nothing else. You just got a sense that every single person here had a purpose. That they want to be here because they have places they want to go in life and this is the place that can help get them there.”

AN INcLusIVE DIVERsITy

In most cases, people limit the meaning of diversity to race and ethnicity. That’s clearly not the case at Clayton State University. Obviously, with more than 75 percent of your students comprised of minority students, race and ethnicity are a big part of the diversity conversation. But, at CSU, diversity goes much deeper than that. As defined by President Hynes, “…we must continue to deepen and enrich that diversity to include student connections to international experiences, connections across not only race, but class, prior educational and geographical experiences, and ethnicity.” At CSU, it is the very diversity of the people, the interests, and the dreams that bring the community together and give everyone a feeling of inclusion. It is interwoven throughout everything—the classes, the activities, the dozens of multicultural clubs and events, the atmosphere across campus. And, most importantly, it is an attribute that is embraced by all. As put by one alumnus, “Diversity at Clayton State is just natural, it’s seamless. In every one of my classes I benefited from the life experiences that my fellow students brought with them, and they from mine.”

AN ENGAGED, ExPERIENTIAL PREPARATION

At Clayton State University, the experience is about more than simply informing students and equipping them with the skills to succeed. It’s about an engaging, dynamic learning experience and preparation that truly challenges students to develop the habits of mind and depth of understanding in their field of interest, and how their knowledge connects to real-world problems. We’re reminded of the graduate student with whom we met who, while not being required to do so as part of her project, took it upon herself to initiate a project at the hospital where she was interning. She examined a problem they were encountering with the number of a certain type of hospital bed needed for specific patients. She uncovered a serious lack of efficiency within the system they used to assign the beds, and developed a more efficient and streamlined system, which was instituted. We can look at the small group of students who took it upon themselves to start up a student-run radio station at the University. Yours are students who want to make the most of their potential and the CSU experience. This is learning that simply cannot be replicated in a classroom. As put by one student, “I’m learning to see things differently, how to interpret information, and how to apply what I know to real-world situations and problems.”

A suPPORTIVE cOMMuNITy

All one needs to do is walk the halls and the campus at Clayton State University and the sense of community, of support, and of student-centeredness is impossible to miss. From the brand promise testing, phrases like “supportive learning environment,” “caring and inclusive institution,” “exceptional instruction and support,” and “student-centered institution” were clear favorites by everyone tested. This kind of overwhelming consistency isn’t common when testing a broad variety of statements across all audiences, and can only mean one thing: It’s absolutely true. But we didn’t need the test results to tell us this. When we spoke with students and faculty at CSU, almost universally this was among the first key strengths that was brought up when discussing the learning experience at the University. As put by one faculty member, “For us, it’s about always being there for the students. Always. And it isn’t just a faculty thing. You see the way the staff and administration work with the students, and it makes you really proud to be a part of this community.”

Dreams. Made real.

sTRATEGyTo position Clayton State University as an institution where an entire community rallies around the individual dreams and aspirations of its people, and through outstanding programs, compassionate support, and an environment that reflects 21st century business and industry, makes those dreams a reality.

RATIONALEWithout question, the single greatest strength of Clayton State University is its people. They bring a vibrant range of backgrounds, life experiences, outlooks, goals, and interests. And above all, each one has a dream in life that is unique to him or her.

At CSU, they find a place that is dedicated to empowering them to achieve that dream. That idea is the heart of this concept—Dreams. Made real. One of the most apparent key strengths of the learning experience at CSU is how supportive the community is of its students. But while ideas like “supportive” and “caring” often default into a conversation about the more touchy/feely aspects involved, this concept will instead focus on how that sense of community and support shapes a culture focused on transforming very serious goals into reality.

Again, the people at CSU are very genuine, authentic, straightforward individuals. They are, simply, very real. And so that adds another layer to this concept. Not only are the dreams and aspirations of your people—students, faculty, alumni—very real, so are the people themselves.

During our meeting with President Hynes, he stressed that CSU is a place very focused on “how we activate learning.” This concept will demonstrate that, and take it to the next level by showing how that learning activates personal and professional goals.

This concept also provides an excellent canvas from which to paint the picture of diversity at CSU. Based on President Hynes’ description of how the institution defines diversity, we know it goes beyond ethnicity and race. “Citizens must be prepared for a diverse future…we must continue to deepen and enrich that diversity to include student connections to international experiences, connections across not only race, but class, prior educational and geographical experiences, and ethnicity. It must include living and working with a diversity of people.”

We couldn’t agree more. This concept will effectively tell the story of Clayton State University, and emphasize the fact that there is also diversity of dreams—and this is a university that helps make them happen.

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WHy IT WORKsAs with the previous concept, this concept is believable, relevant, and important. Further, here are some other specific reasons we think this concept works:

IT’s uPLIFTING

Everyone’s looking to be inspired. It’s simply part of being human. And nothing inspires more than a story of a personal dream coming true. This concept will be very uplifting by conveying stories of accomplishment—stories of motivated individuals who sacrifice, who put in the work, and who never back away from the challenges they confront in striving to achieve a goal. We all have dreams in life, and this concept, with the tagline Dreams. Made real., will communicate an idea that virtually everyone can relate to and root for.

IT’s GROuNDED

As uplifting a concept as this is, at the same time it is also very grounded. That’s a key strength of the idea and of the tagline. By following up a word like “dreams” with the phrase “made real,” it brings that lofty notion down to a place where it’s attainable. The concept also will incorporate an editorial tone and voice that is very direct and genuine—again, as a way to accurately reflect the atmosphere, environment, and people at the University.

IT’s sMART

As with the previous concept, this idea is designed to elevate the perception of Clayton State University as an academic institution. We’ll do this by using tagline extensions and subheads that add depth and help broaden the scope of the CSU story. So while the overarching tagline obviously refers to the dreams of your people and how the University empowers them to be made real, we will introduce lines like “Our people…made real” as a way to hit upon the genuine nature of your community, and “Our places made real” as a way to highlight facilities such as Spivey Hall.

IT’s ABOuT EMPOWERMENT

Nothing stands out to us about CSU more than the empowering nature of the experience. That’s why it’s such a centerpiece of the brand promise, and one of the brand attributes. It’s simply what the University is about. This concept puts that notion front-and-center, by communicating stories of individuals coming into the University with a dream, and leaving in a position to transform that dream into reality.

EDITORIAL ELEMENTsThe voice of this concept is elevated and very direct. It is still conversational and engaging, but the idea here is to continue the play on the word “dreams” and counter that with an editorial approach that is anything but dreamy. This, again, will add a level of intrigue and make it clear that at CSU dreams aren’t ethereal illusions. They are very real and attainable goals that motivated individuals are working hard to achieve. Whereas one might expect a campaign that is capitalizing on the word and message of “dreams” to use light and airy language, with this concept we will do essentially the opposite—bringing a level of honesty and authenticity in the eyes of the audience. This concept will introduce stories and profiles of individuals—students, faculty, alumni—that begin with the identification of a goal, and continue with how that goal was achieved and the impact it’s had on his or her life. It may be a freshman who’s always wanted to star in a student production and, at CSU, is getting that chance for the first time. Or a faculty member whose research has led to a major solution. Or a student-athlete who’s dreamed of winning a national championship.

sAMPLE HEADLINEs

The following are samples of headlines that could be used as part of this concept:

OuR PEOPLE…MADE REAL.

OuR PLAcEs…MADE REAL.

A cHAMPIONsHIP sPIRIT…MADE REAL.

sOLuTIONs FOR TOMORROW…MADE REAL.

AN IMPROVED cOMMuNITy…MADE REAL.

sAMPLE VIEWBOOK cOPy

The following is copy that could be used on the introductory spread of an undergraduate viewbook:

DreaMs. MaDe real. WOuLD yOu TRy cHANGING THE WORLD IF NOBODy WAs WATcHING?

HOW HARD WOuLD yOu FIGHT TO AcHIEVE THAT DREAM yOu’VE ALWAys HAD FOR yOuR FuTuRE?

DO yOu BELIEVE THAT uNDERsTANDING THE PROBLEM Is jusT As IMPORTANT As FINDING THE sOLuTION?

BEcAusE, LIKE yOu, WE BELIEVE EVERy DREAM cAN BE...MADE REAL.

DREAMs. MaDe real.

DEsIGN ELEMENTsThis concept relies heavily on a graph grid, in keeping with the “made real” theme. As if the images and content were plans for the future drawn on graph paper. A vibrant, primary palette is used, often as a collection of swatches in a small graphic unit, speaking to the importance of diversity on campus. The palette swatch, images, and copy will be displayed in boxes that follow the graph grid quite deliberately. The font choice and placement is straightforward yet strong, speaking to the no-nonsense attitude of “made real.”

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The following is copy that could be used to talk about CSU’s people and community:

OuR PEOPLE…MADE REAL. Determined. Passionate. Supportive. These are just a few of the things you’ll see in our people. And we’re pretty sure they’re a few of the things that we’ll see in you. We’re genuine with one another in a way that most places simply couldn’t imagine. It’s who we are. It’s who we’ve always been. And it’s the best way to truly empower someone to achieve everything they know they’re capable of achieving.

Here, you’ll find the people who will believe in you and your goal and help you make it real.

FONTs

“Made Real” Font:

IMpact label

Headline Font:

HELVETIcA NEuE BOLDcopy Font:

Helvetica LightHelvetica Light ObliqueHelvetica BoldHelvetica Bold ObliqueHelvetica Regular

copy treatment:

12 pt helvetica light

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cmyk: 23, 37, 88, 2 rgb: 197, 156, 68 web: c59c44 pantone: 7407

Viewbook

Web Site

Billboard

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LOCATIONSMain Campus, 2000 Clayton State Boulevard, Morrow, GA 30260, (678) 466-4000Clayton State East, 5823 Trammell Road, Morrow, GA 30260Fayette, 100 World Drive, Suite 100, Peachtree City, GA 30269, (678) 466-5000

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– CLIENT QUOTE

Program Sheet