'The most important decision of your life.'

We created a brand to resonate with the next generation of optometry students.

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Rebranding initiative for New England College of Optometry

OVERVIEW

A quick review of competitors showed little differentiation among the highest-ranking schools, most using nearly identical positioning and messages. To address an intensely competitive situation with stagnant applications for all optometry schools drove the stakes higher to connect quickly with potential applicants. Rebranding and repositioning the institution was one strategy undertaken.

The challenge

The school had three taglines in active use.
There was little to no differentiation from competitors.
Core messages focused on the specific features of the school and did not address the target audience's needs or wants.

Customers respond to messages that address their needs not the messages about a company.

Research

Uncovering the emotional, customer-centric connection

Research findings

Prospective students had high anxiety over being accepted into any optometry school. Not getting in would change their life plans.
The highest emotional intensity was the consequences of failure. At this moment, the uncertainty of admission was greater than the uncertainty of academic success.
Prospects focused more on the process and less on results.
The prospective student worries about getting everything right.

Conclusion

The power is acknowledging the importance of this significant decision.

Platform

The most important decision of your life.

The new platform acknowledges the prospective student's needs and wants up front, making a connection on an emotional level.

This platform allows NECO to demonstrate that because it's the most important decision, everything they do is to create an education and training that is the best they can get.

The platform becomes the Why we exist and Why we do what we do.

Visualizing the Brand

The brand identity reflects the emotional state and mindset of the student.

The logo refresh added "NECO", it's nickname.

Living the Brand

Perhaps the most critical aspect of a new or refreshed brand is living it. At NECO, we looked at how we can keep the significance of the student choice to attend by delivering an exceptional classroom experience, training, and interactions with all members of staff.

During the website creation process, we met with all departments and affirmed how we were living the brand so that we could reflect it in the content.