Brand

Phase I: Learn: Brand Discovery and Research 10/2025 - 1/2026

This is the initial phase of the rebrand process where 20Nine will be seeking input and insights into what makes WCU, well...WCU. During this phase, the agency will begin to understand and define what WCU stands for, both on its own and in a broader context. The agency will establish a strong strategic foundation through qualitative, quantitative, and foundational research that aligns internal priorities, surfaces audience insights, and identifies whitespace opportunities. 

Scope of Work Includes: 

• Kick-Off 
• Existing Research Synthesis
• Conduct Competitive Audit of other institutions to evaluate positioning across the decision-making journey and identify whitespace opportunities. 
• Internal Expert Co-Lab Focus Groups (Ongoing): Moderate sessions with faculty experts (Art & Design, Communications, etc.) for strategic input
• Internal Stakeholder Engagement: Conduct Online Co-Lab Focus Groups representing faculty, staff, and students and 1:1 Interviews with key stakeholders. 
• External Audience Engagement: Conduct Online Co-Lab Focus Groups with prospects, parents, alumni, and donors. 
• Conduct Quantitative Brand Insight & Whitespace Survey to uncover perceptions and identify opportunity gaps. 

Deliverable: Strategy Brief: An actionable summary that synthesizes insights from stakeholder engagement, research, and discovery into a clear foundation for brand platform and identity development. 

Phase II: Create: Brand Platform, Messaging, and Identity: 2/2026 - 4/2026

Building on insights from the Learn phase, 20nine will develop a comprehensive brand strategy, positioning, and visual identity system for WCU. They'll craft a Purpose First Brand Platform™, including purpose, promise, personality, vision, values, and a core brand story. A strategic messaging framework will follow, with key messaging pillars and the proprietary 2x2 StoryCube™ to guide storytelling across audiences. 

To bring this to life visually, 20Nine will explore and present three creative brand directions (Springboards) featuring logos, moodboards, voice/tone, and narrative expressions.  Following qualitative and quantitative testing, they'll refine the chosen direction and expand it into a full identity system: logo, architecture, color, typography, photography, iconography, and graphic elements. The work will be codified in a Brand Guidelines document to ensure consistent application across all channels and teams. 

Scope of Work Includes: 

• Creative Platform Exploration & Testing 
• Purpose First Brand Platform™: Develop a strategic brand platform based on audience insights, institutional strengths, and whitespace opportunities. 
• Brand Purpose: Craft a unifying statement that reflects WCU’s core mission and outward brand expression. 
• Brand Vision: Define WCU’s long-term aspirations and intended impact. 
• Brand Values: Establish the guiding principles that shape WCU’s culture and decision-making. 
• Brand Positioning: Identify the distinct, credible space WCU will own in the minds of its audiences. 
• Brand Promise: Clarify the consistent value WCU delivers to its students, faculty, and partners. 
• Brand Personality: Define the tone and traits that guide brand behavior and communication. 
• Brand Manifesto (Core Brand Story): Write a core narrative that embodies WCU’s spirit and motivates internal and external pride. 
• Integrated Story System: Build a messaging architecture that aligns tone and voice across channels and audiences. 
• Messaging Pillars: Develop key message themes to reinforce brand positioning and guide communication. 
• 2x2 StoryCube™: Apply a storytelling framework that balances emotional and rational messaging, centered on Moment, Friction, Promise, and Proof. 
• New Brand Logo: Design a future-forward logo that reflects WCU’s core identity and works across all audiences and channels. 
• New identity system and guidelines for ensuring clear, consistent brand use across all platforms and teams Brand Logo: Design a future-forward logo that reflects WCU’s core identity and works across all audiences and channels.  

Phase III: Activate: Brand Activation: 5/2026 - 8/2026

In this phase, 20Nine will work to bring WCU’s brand to life, starting by empowering everyone who communicate the brand with the tools they need to tell WCU’s story to every part of our university community. 

Scope of Work Includes:

• Internal Brand Launch Presentation: Develop and deliver a presentation deck introducing the new brand, strategic platform, and visual system to internal audiences.
• Brand Training Workshops (Live or Recorded): Conduct training sessions for staff (in Summer) and faculty (in Fall) on brand usage, tools, and applications.
• Brand Guidelines Onboarding: Lead a walk-through of the Brand Guidelines focused on practical usage and key standards.
• Brand Toolkit Distribution: Provide a centralized digital toolkit with downloadable logos, templates, photo assets, color specs, typography, and usage examples.
• Departmental Roll-Out Kits: Optional brand quick guides tailored to specific departments for messaging and tone alignment.
• Core Brand Collateral Templates
• Social Media Integration
• Signage/Wayfinding
• Website Integration