- Information Architecture
- Photography Development
- Production
- Integration with Content Management System
- Brand Development
- Email Marketing
- Copywriting
- User Research
- Market Research
- Interaction Design
- Visual Design
- Server-Side Development
Understanding the Challenge
HUGE's challenge began with an intense research phase that sought to analyze and understand how different and diverse groups connected and associated themselves with the School. From faculty, staff, and alumni to current and prospective students, the goal was to understand how the School's printed collateral and online presence could effectively reach these different audiences. HUGE conducted extensive interviews and focus groups to help define audience needs and brand perceptions. The results gave HUGE insight into key messages that were needed to strengthen the relationship between these various groups and the School. These results drove HUGE's work ranging from new paper collateral to the new website anticipated to launch later this year.
Defining the Brand
While the consensus was clear that the Columbia School of Journalism is one of the nation's premier graduate schools for journalism, it wasn't so obvious what the brand itself meant. How would this new design initiative affect the brand and its connections with various audiences'
It soon became apparent that the School needed an identity system that would translate across all groups and firmly represent the School as a leader in the field - present and future. HUGE developed a logo that would portray this message across various media platforms as well as an identity system style guide that would solidify the brand connection across multiple environments.
Digital Messaging for a Digital Generation
With so many applicants today taking their research and application processes online, HUGE saw the opportunity to develop an E-mail campaign to reach prospective students electronically. Through utilization of an email campaign, the quantity and quality of applications increased. The overwhelming positive response helped launch a new degree program.
Who Will Shape the Future of Journalism
This question was the focus behind a direct mail campaign developed by HUGE to target alumni and alumni participation with the School. The brochure highlighted actual students, the importance of alumni financial aid, and participation. HUGE's campaign resulted in the most successful alumni fundraising drive in the school's history. It also resulted in an answer to our question -- students past and present working together to shape the future.
Opportunities Online
HUGE knew it was important to show prospective students the reason behind the great success of the School. These reasons could be found in the classes themselves, the students and past students of the School. HUGE featured alumni and their inspirational stories, letting prospective students know that Columbia was the foundation for their success.
While the aspirations of potential students could be encouraged by the inspirational stories of featured alumni, HUGE also designed the site, scheduled to go live in 2007, to incorporate functionality so that key tasks, such as downloading applications and searching for classes were only a click away. Through this combination of emotional connection and functionality, making the decision to choose the Columbia School of Journalism became easy.