| University of Phoenix
2011 REBRAND 100 > distinction Enterprise Rebrand Country Base: USA Industry/Sector: Educational Institutions Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting University of Phoenix has grown from an upstart in 1976 to becoming the largest private university in North America. Students attend classes at more than 200 locations, as well as through a virtual, online campus available in most countries around the world. University of Phoenix provides access to higher education opportunities that enable students to develop knowledge and skills necessary to achieve their professional goals, improve the productivity of their organizations, and provide leadership and service to their communities. Challenge Refresh and revitalize this pioneering institution of higher education to better reflect its dynamic learning experience and the passion, commitment and expertise of its educators, students, alumni and employees. Strategy The main audience for University of Phoenix consists of working adults striving to improve the future for themselves, their families, communities and workplace through education. The team identified key opportunities to tell the University of Phoenix story of breakthrough, vital, student-focused learning through the use of vibrant, dynamic color and imagery, photos of real students and faculty, a custom typeface, and warm, friendly tone and voice. The Signature is redesigned to be future-facing and inspirational while retaining the heritage and legacy of an industry leader. Result The new brand expression has revitalized the University of Phoenix community and become a visible reminder of the commitment and passion of its faculty, students, alumni and employees. Credits: Client: University of Phoenix, Apollo Group - www.phoenix.edu EVP Chief Marketing and Product Development Officer: Rob Wrubel Senior Vice President Brand Marketing and Media: Michael Sullivan VP of Creative Development, Apollo Group: Maryann Bell Director of Brand Marketing, Apollo Group: Ariana Rosales Hellebuyck Creative Director, Brand, Apollo Group: Jane Brown Creative Director, Integrated Marketing, Apollo Group: Jeff Kerrin Brand Strategy: Ivelich Stone Design - Apollo Internal Team: Jeanette Karthaus Dom Bacani Amanda Cooper Ashley Schoenknecht Heidi Anderst Gabriella Brigido Design Consultants: Jeff Carino Michael Collins Frank Mueller Gabriella Rossi Scott Hammond Harvey Mark Hausler Photography: Doug Menuez Brian Pobuda [back] |
