Watkins College of Art & Design has been in existence for over a hundred years and enjoyed good brand awareness in the Nashville area. But when the school changed its mission from being an institution for continuing education and skilled trades to an accredited art college, enrollment became stubbornly stagnant. Through research, we learned the lack of brand understanding was the main barrier to enrollment inquiries. We created an advertising campaign that simply presented the students’ work as “public art” in various media to show the community what was really happening at Watkins. To be as authentic-looking as possible, the posters were wire-bound across the top so they had to be torn out before hanging on walls. This gave them the look of an actual sketchpad page. The effort ultimately doubled enrollment over a 2 year period.
Strategy and Concept Development, Creative/Art Direction, Writing, Graphic Design, Print Production
Artists: Watkins students
Printer: Tru Color, Nashville