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More Than Brains

This brand had a bad rep. Most of it deserved. As they brought in a whole new management team to rebuild, we got to work relaunching the new brand. Our insight: all colleges graduate students but UoP graduates families. Most of their students are single moms, retirees or military vets who weren’t born with silver spoons in their mouths, or given the opportunity to perfect a keg stand or backpack across Europe on their summer abroad. We focused the spotlight on them and their desire to Rise.

Project Roles
Creative Director
University of Phoenix
Copywriting, Creative Direction
Brand Films
More Than Brains