Building A Brand To Generate Demand

The Assignment

The RELLIS Campus, a pioneering higher education model in Bryan, Texas, consolidates degree programs and certifications from Texas A&M System universities. Because of its innovative approach and campus location near College Station, the public was confused about its offerings and relationship with A&M University. Internally, university leadership was divided on the point of difference and how best to message the unique RELLIS story. Steel was tasked with defining and refining the RELLIS brand to bring its unique difference and benefits to life in a new website capable of elevating the brand and driving enrollment.

Here’s How We Do It

Steel facilitated a discovery/planning session with university leadership to identify a point of difference for RELLIS that not only resonated with the mission and vision — but also resulted in consensus within the group. After a successful session, we developed the positioning statement and brand pillars. With these pillars adopted across the organization, we then crafted clear messaging to tell the RELLIS story in an easy-to-understand and compelling way. Using this new brand framework, Steel created a completely new website that improved the user experience and engagement. The website featured a modern design and intuitive UI that reflected the innovative nature of the RELLIS Campus while making information easily accessible.