“It’s A Totally DIfferent Experience” Brand + Campaign Materials + Video

Faced with a target enrollment pool that were either attending the “feeder” Principia private boarding high school or being pushed by their alumni parents to attend, Principia College had an image problem. The college needed a way to differentiate itself from its’ high school “sister” while conveying to an international student audience that this was definitely not their parents’ Principia College.

To combat this, I led the “itsatotallydifferentexperience.com” campaign. The fully branded campaign featured a compelling site with real stories from real students wrapped in a progressive design that differentiated itself from the more stately main Principia College brand. I also created video motion graphics pieces set to music recorded by college students themselves to help convey the “PC” experience. Live events at unique locations also carried the brand and the campaign directly to select groups of prospecive students with video pieces and live Q / A sessions with current Principia College students. other promotion materials such as posters and a “Summer Survival Kit” helped prospects take the brand home.

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Published by David Edward Johnson

A bit about me :: My name is David Johnson. I'm a senior creative with over 20 years of experience. I am currently serving as the Director of User Experience and Product Design at Inmar. Previously, I have served as the Global Digital Creative Director for Whole Foods Market, several agencies at the VP level and co-owned my own agency in New York for seven years. I love genre film, a full range of music, art, kung fu, TM, design, good food and a great joke. I'm based in Austin, Texas and addicted to BBQ.

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