Warming up the story

ReUp is transforming higher education. Working with students, universities, and state governments they are creating a new landscape that elevates the experience of adult students to parity with traditional high-school grads. They have a complex, mixed audience and were operating with a legacy identity that inspired no one.

I worked with ReUp’s leadership, coaching, and sales teams to discover and articulate the difference they are trying to make—in millions of individual lives and on a grand, national scale. With an impactful mission and brand positioning identified we crafted a new creative identity that could flex to meet the needs of reaching adult learners, university administrators, and elected government officials with equal effect.