Crafton’s New Brand Identity Campaign

Publish Date: Feb. 15, 2022

Using funding allotted from the program review process, the Advancement Office at CHC has been working with a local agency, Hyatt-Ward Advertising on a brand identity campaign. With broad input from employees and students, the College has adopted the tagline Let’s Go!, “¡Adelante!” in Spanish, to serve as a positioning statement and set the tone for the creative efforts that follow.

A casting call in October netted 66 students interested in participating in a photo shoot for the new branding campaign. A conference room was transformed into a photo studio for three days in November as the 30 students invited to participate visited the hair and make-up station before stepping in front of the lights and camera with props and Crafton swag.

The photos will be used to create a custom photo library for consistent images to be used in website and marketing materials.

When asked why he volunteered, Mason Audet said that he was interested in helping the college with their campaign and that it sounded like a fun chance to participate in a photo shoot and try something new. It was also a great opportunity for students to interact while their appointments overlapped and even meet a few familiar faces who they recognized from their classes via zoom.

The next step is the development of a new branding guide with sub graphics, textures, icons, custom photo library, stylized imagery, layout, and design templates.