Communicating the unique strengths of Cooley Law School using inspiring messages that resonate with students and the larger legal community.
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.
We began with comprehensive market research to better understand Cooley's current image in the marketplace. This included surveys, focus groups, and in-depth interviews with key stakeholders. The research provided strategic direction for the development of Cooley's brand positioning framework, including a brand promise statement, pillars, and personality.
The brand positioning framework was then translated into two creative concepts to choose from. Each concept included a new logo and campaign tagline illustrated in the form of an ethos statement, billboards, brochures, advertisements, and social media. The concepts were then tested through focus groups with key target audiences and open sessions with the campus community.
"This ... Is Cooley." emerged as the campaign theme that was most distinctive, compelling, and memorable. It was also the concept that was rated as the most authentic yet aspirational.
Through strategic insight, creative storytelling, and collaborative engagement, we laid the foundation for a brand identity that is poised to redefine Cooley’s position in the legal education sector, projecting an image of confidence, resilience, and readiness to embrace the future. Our branding work won Platinum at the 2024 Hermes Creative Awards and Gold at the 2024 Educational Advertising Awards while positioning Cooley for greater levels of awareness and success.
Red Cactus is currently working with Cooley to ensure the seamless implementation of the brand across all marketing and community touchpoints, including the new web content, videos, recruitment brochure, digital viewbook, and a student acceptance campaign.
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
Digital Viewbook
Presidental Notecards
Want to learn more about our research and branding process?
Paul Zelenski, Senior Vice President and Associate Dean
Brand Launch Video
Our new brand campaign won Platinum at the 2024 Hermes Creative Awards and Gold at the 38th Annual Educational Advertising Awards for "creativity and message effectiveness."
This ... Is Cooley conceptually relies heavily on profiles and story-telling— 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.
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.
James McGrath, President
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