This is Opportunity. This is Cooley.
THE PROJECT
In the dynamic landscape of legal education, adaptability is key to ensuring relevance and staying ahead of the curve. This is especially true for law schools, which have been experiencing enrollment declines over the past several years.
In the summer of 2023, we began a comprehensive rebranding process for Cooley Law School following its decision to disaffiliate with Western Michigan University. The campaign needed to strengthen Cooley’s image and reputation with multiple stakeholders, including current and prospective students, faculty, staff, alumni, donors, employers, and the greater legal community.
Our approach began with in-depth market research, guiding the creation of a new brand positioning framework with a distinct brand promise, pillars, and personality. From there, we developed two creative concepts, each featuring a fresh logo, campaign tagline, and applications across billboards, brochures, ads, and social media. The theme "This ... Is Cooley." emerged as the most authentic and aspirational choice, resonating strongly in focus groups and campus sessions.
THE IMPACT
The campaign has garnered widespread recognition and earned multiple national awards, while also helping Cooley attract more students, engage alumni and donors, and strengthen its reputation across the legal education community. Cooley's applications increased by 20% and deposits rose by 18% in the year following the brand launch.
+ Platinum at the 2024 Hermes Creative Awards (Brand Creative)
+ Gold at the 2024 Educational Advertising Awards (Integrated Marketing)
+ Platinum and Gold at the 2024 MARCOM Awards (Branding and Video/Film)
+ Two Gold and two Silver at the 2025 Educational Advertising Awards (Digital Viewbook, Recruitment Brochure, Interactive Media, and Special Video)
What We Did
Image and Perception Research
Focus Groups and IDIs
Non-Matric Study
Competitor Positioning Analysis
Brand Positioning Framework
Creative Concepting
Logo Redesign
Concept Testing and Validation
Brand Guidelines
Brand Rollout Planning
Ethos Video
Website Content
Recruitment Brochure
Student Postcards
Digital Viewbook
Presidential Notecards
Holiday Cards
Acceptance Folder
Want to learn more about our research and branding process?
A Story of People and Impact
Telling Stories Through Photography
determination, Courage, and potential of every Cooley graduate
This ... Is Cooley conceptually relies heavily on profiles and storytelling - faces of determination and courage. Through the use of black-and-white photography, we both elevate and focus the intent and character of Cooley students, faculty, and alumni. Dramatic portraits combine with intensely personal copy to illustrate both the individuality and commonality of the Cooley experience. Working in collaboration with Tom Gennara Photography, we were able to deliver strong visual continuity that is distinctly and authentically Cooley.
This is TRANSFORMATIVE
Digital Viewbook
Building on the momentum of Cooley's recent rebranding, we developed a digital viewbook as part of a targeted student recruitment campaign. Designed to extend the new brand identity, the viewbook offers prospective students an immersive experience that captures the essence of Cooley’s unique legal education. Supported by a sleek print brochure featuring a QR code, this interactive platform combines compelling storytelling, dynamic visuals, and strategic calls to action to present a strong and memorable narrative of the Cooley experience.
With this important process we are reclaiming our past successes as we continue to build our bright future.
James McGrath, President
