Merrimack College

Merrimack College sought to elevate its graduate advertising and marketing efforts, aiming for a distinct sub-brand identity separate from undergraduate marketing and a cohesive, easily recognizable campaign across all channels. Swirlingmedia collaborated with the college brand and marketing team, utilizing existing brand standards to develop a comprehensive vision for future campaigns. Through competitor analysis, key elements for impactful and unified campaigns were identified.

This led to the creation of a color palette with accent colors with designated usage percentages, a restricted typography selection with usage guidelines, and a defined information hierarchy with visual examples. The project also involved establishing campaign messaging and desired tone, recommending the look and feel for graduate photography (including overlay color usage for headlines), and providing guidance on the appropriate use of icons and illustrations to maintain brand consistency.