Ross University School of Veterinary Medicine
This isn't your ordinary vet school.
CHALLENGE
When Ross University School of Veterinary Medicine came to us, it was the best-kept secret. Even though it’s located on the small Caribbean Island of St. Kitts, it rivals the quality of education found in the U.S. and the unique location exposes students to a much wider animal kingdom. But among prospective students, there was a misperception that ross Vet wasn’t among the best.
SOLUTION
We developed a strategy and expression that not only led with the rigorous curriculum and unique experience, but also leveraged those factors as key advantages over competing U.S. schools. This allowed us to reposition Ross Vet as the opportunity of a lifetime that helps open up a lifetime of opportunity.
We're not in Kansas anymore. Welcome to the world of Ross Vet. There are 69 square miles of adventure. The things you're learning live right outside. The entire island has your back. We uncovered these differentiators through our research and placed them at the heart of the new strategy and expression.
We modernized the logo while ensuring it had the flexibility to work alongside the many university departments.
Ross Vet students (better known as "Rossies") are immersed in it all. Our campaign invited prospective students to dive into their unique veterinary interests and build up their future careers.
With the new brand in place, we conducted a writers workshop with the Ross Vet team. We examined the strategy and voice, and then worked together to bring it all to life in a sample communications.