REBRANDING
Challenge
Tarrant County College (TCC), one of the largest two-year institutions in the country, had done very little advertising in recent years. While the college plays a major role in aligning students with the regional workforce, its existing brand didn’t match that impact. The perception of TCC as a traditional, friendly community college didn’t reflect its real influence or the quality of its programs. With a desire to attract more corporate partners and raise esteem with potential students and families, TCC needed a fresh, elevated image.
Our Assignment
Steel was tasked to create a campaign that positioned TCC as a driving force in the North Texas workforce and a first-choice institution for students not just a backup option. The college needed a completely new visual and messaging platform that could hold its own alongside four-year universities, appeal to the corporate community, and instill a sense of pride among current and prospective students.
CLIENT:
RESULTS:
CHANCELLOR
BUY-IN
THEME BECOMES
OFFICAL BRANDING
VISUAL IDENTITY
ADOPTED AS NEW
BRAND STANDARDS
Here’s How We Did It
We began with a deep discovery process, including an archetypal branding session with college leadership and marketing that revealed TCC’s identity as “The Hero,” and its positioning as a leader in connecting business and education in new ways. From there, the “Bold Steps. Better Futures.” campaign was born—a platform that celebrates the college’s role in empowering individuals and advancing the regional workforce.
Tactics
- Target audience research
- Archetypal branding
- Competitive analysis
- Campaign development
- TV
- Radio
- Social
- Digital
- Media plan
- Media buy
Results
TCC loved the new campaign and messaging so much, it has adopted “Bold Steps. Better Futures.” as its new brand refresh. It’s now in the process of updating campus signage, materials, and digital assets to reflect this fresh identity—bringing the public face of the college’s in line with the life-changing work happening there.
