Clarkson University in Potsdam NY is a nationally ranked research and teaching powerhouse, with an intentionally limited enrollment of 3,100 students. This entrepreneurial institution wanted a sustainable campaign to incrementally and consistently build reputation and prestige while supporting recruitment of high-performing faculty and students across all three of its colleges.
During more than three years of partnership, we provided a competitive analysis, focus group and competitor research, positioning, strategic tagline development, strategic planning, and creative development services to the University overall and to each of the three Schools: Business, Liberal Arts and Sciences, and Engineering.
The “Defy Convention” brand campaign has been growing in impact, scope, and equity since it was first developed. It has helped Clarkson increase selectivity and grow research funding as well as private/corporate giving. The campaign strongly differentiates Clarkson as a world-class institution serving talented undergraduates and high-performing graduate students. We provided the foundational brand strategy, positioning, messaging, website development, and brand creative framework for this premier institution.
Samples of Work
What They Said
The brand platform EMG developed has dramatically changed the way we see ourselves and how we see the future.