Background
University College is the continuing education division of Northeastern University created to provide flexible education options for working professionals. Recently a new brand identity was created for Northeastern University and University College was required to leverage this new brand with the caveat that it could be adapted to suit the brand of University College.

Challenge

• The client wanted to ensure that the University College brand was in line with Northeastern University's umbrella brand, as well as ensure it was clearly differentiated from the undergraduate programs, while also targeting professionals.
• The campaign needed to instantly communicate University College’s unique value proposition – a richer educational experience where both the faculty and the students complement the in-classroom academic learning with their "real world" experience.

• Created a sophisticated design system that felt more post-graduate.
• Carefully selected a photo library of people who were instantly identifiable as
  post-graduate students.
• Developed a unique positioning that highlighted the primary differentiator between Northeastern’s undergraduate and graduate programs – the real-world experience of both the faculty and the instructors. The positioning, "Enter with great experiences to share. Leave with valuable lessons learned." was created by BaseSix, and extended throughout the campaign and beyond.
• Developed University College’s first ever integrated marketing campaign which enabled both the target audience and those working within University College to truly grasp the positioning of University College in the crowded educational marketplace and differentiate it from other programs.