Florida Institute of Technology is an elite reasearch institution that needed a brand to represent its online programs, which carry the prestige of the university but are more inclusive in their admittance.
The problem was that the online students of FIT did not really know that it is actually a legitimate institution that produces top-notch engineers, military commanders, astronauts, etc. therefore it was perceived as “just another online university”...
Typeface of choice was DIN 2014. It complements and echoes Florida Tech’s highly technological nature as it was designed initially for the German railway signage system. Soon enough it became so popular that it became the standard typeface used in all signage throughout Germany.
The campaign we developed to represent the new brand position was #ourgradsare. We wanted to create a community that unites both online and campus students by telling the story of Florida Tech’s graduates and their achievements.
By incorporating social networking and a unique hashtag – other alumni and students could take part in the dialogue and receive bragging rights as well as generate content.