GSW “Takes Tomorrow by Storm” with first comprehensive branding campaign

For the first time in its history, Georgia Southwestern launched a comprehensive branding campaign – “Take Tomorrow by Storm” – complete with a fresh new logo.

Capturing the power of the GSW brand story was no small task. In partnership with the ad agency Tailfin out of Atlanta, GSW’s branding development process gathered wide-ranging research which included feedback from students, faculty, staff, alumni and members of the community through focus groups, phone interviews and online surveys. In total, more than 1,300 members of the GSW community contributed, helping develop the University’s new brand story.

We heard what makes us powerful, inspiring and uniquely attractive to people in our backyard and across the globe. Through the branding process, we uncovered several common threads and key story elements that detail what makes GSW unique.

“I liked this process because it came from our people,” said GSW President Neal Weaver, Ph.D. “We talked to our students, faculty, staff, alumni and community members and they told us ‘this is who you are.’ From their feedback came our message – we are going to ‘Take Tomorrow by Storm.’ We are looking forward to the rollout of our new message, and we hope you see it in your area.”

The research for the branding development process began in early 2018. During the summer, a handful of concepts were presented to GSW and tested with constituent groups. The brand launch timing was strategically selected to coincide with the Presidential Investiture Week festivities.

To complement the new brand story, GSW’s new logo and design elements are bold and contemporary, and they’re built to work seamlessly across a variety of digital and traditional applications. These elements work together to simplify and amplify the brand messages.

Leading the process for GSW were Chelsea Collins, director of marketing and communications, and Stephen Snyder, special assistant to the president for advancement. “This is an exciting time for the GSW community, and we are thrilled to finally share it,” Collins stated. “I encourage everyone to help us spread our story. There are many ways to get involved and show pride for this institution - work it into everyday conversations, attend our events, share our social media posts, wear the new merchandise.”

“Developing a new mantra with a comprehensive approach was a big, necessary step for GSW,” said Snyder. “We believe the message – ‘Take Tomorrow by Storm’ – will energize our students, and we are confident they will be eager to share it with their friends. We also believe our alumni will wear it with pride.”

The first phase of the brand launch is on campus and in the local community. In the weeks and months to come, GSW will release more robust and wideranging media outreach to deliver the new brand messaging with all target audiences.