Introduction

Pennsylvania Western University approached VisionPoint with a distinct challenge – how to brand a new institution born of three historic universities plus a new online division. While this would be an enormous undertaking under any circumstances, broader demographic challenges, shifting market conditions and competition made this even more complex and urgent.

However, given that the university’s core prospective student population –first-generation students from households with lower-than-average income –is increasingly skeptical of the value of higher education, this new beginning offers a once-in-a-generation opportunity to become the first choice for students who want an institution that is built to serve them.

This is where branding comes in.

Branding is the foundational act of defining an institution’s identity. It not only casts the institution with meaning and differentiation but also creates internal alignment among faculty, staff, and stakeholders from each of the school’s campuses by helping everyone understand the unified PennWest brand’s strengths. It forms the basis for all external communications, helping prospective and current students, parents, guidance counselors and other influencers clearly understand what makes your brand unique and relevant to them.

Through custom brand work, VisionPoint Marketing has identified a distinct and ownable position for PennWest in the crowded higher ed market. This is not a rebrand, mind you. Our work uncovered what was there all along. By leaning into the natural, combined strengths of all three campuses, plus the new online programs, and communicating these more clearly and effectively, PennWest University will be well-positioned for long-term success.