Creativity at work.
The VCU School of Business set about exploring a new brand platform that would articulate how they prepare successful students through a combination of problem-solving, interdisciplinary learning, and — most importantly — creativity.
Task
The title treatment was built as an inspiration for the other components of the campaign. Using a visual identity that deployed a series of color themes for specific purposes, additional concepts rose to the surface that would make CAW a talking point in Richmond. Window stickers were proposed as a badge of honor and a way of identifying businesses that were doing things different. A backlit diorama was produced to build awareness for traveling professionals at the airport. Lastly, CAW was used in the school's recruitment effort to highlight pillars of the the brand and success stories.
