moments that change lives
THE PROJECT
Located in North Carolina, Gaston College operates in highly competitive area that offers both traditional-age students and adult learners many choices when it comes to higher education. The College was in the process of adding new programs, updating campuses, and evaluating the addition of an athletics program. With many new and exciting things on the horizon, it was time to update the College's branding and messaging to better align with its future direction.
Extensive focus groups and workshops with students, faculty, staff, alumni and community members provided insight and inspiration for Gaston College's brand positioning framework and tagline - "Own Your Momentum." The campaign presents a new and empowering story of Gaston College; distinguishing Gaston from key competitors, creating a sense of internal pride and supporting the student recruitment and retention process.
Red Cactus also helped Gaston College choose an athletic mascot for the College's new athletic program. Ethos statements and rationales were developed for three mascot finalists followed by focus groups with key audiences to assist with the selection process. The Rhinos emerged as the mascot that would help Gaston College strengthen its brand identity, connect with target audiences, increase team morale and build fan pride. #FearTheHorn was introduced as a fun "battle cry" to rally students, faculty, staff, and Gaston College fans.
On August 19, 2021, from a podium in front of the Morris Library, Dr. John Hauser, the president of Gaston College, addressed the Block Party crowd of approximately 800. He talked about new academic programs, awards, and top rankings the College has received recently, the unwavering dedication of faculty and staff, the exciting return of athletics to the school, and an exclusive partnership with BSN Sports designating Gaston College as an official Nike school. He then unveiled banners displaying the new logo and tagline and the Rhino mascot.
"The Rhino is a symbol of the strength, stamina, and resilience of Gaston College and its students, faculty, and staff," Hauser said. "We've been contributing to our local community for over 57 years, and we are charging ahead into the future, even stronger, tougher, and more determined to help our students own their momentum and achieve their goals."
What We Did
Qualitative Research
Competitor Review
Brand Positioning
Brand Creative with Tagline
Logo Refresh
Brand Guidelines
Admissions Viewbook
HR Brochure
Print Posters
Popup Displays
Athletic Mascot Consulting
Athletic Mascot Ethos
Postcards
Want to learn more about our research and branding process?
Admissions viewbook
Transfer Admission Guarantees
Posters, flyers, and popup banners highlight Transfer Admission Guarantees.
Our poster campaign won Gold at the 2023 Educational Advertising Awards.
Moments in the Making
A Legacy that Will Resonate for Generations
Building on the success of our collaborative partnership, Red Cactus worked with Gaston College to develop a suite of materials for its fundraising campaign, “Moments in the Making.” “Moments in the Making” encapsulates a promise of growth, empowerment, and sustained impact, aligning perfectly with the College's ethos of fostering momentum in every student and stakeholder it touches. Our fundraising campaign and case statement brochure both won Gold at the 2024 MARCOM Awards while inviting donors to become part of a larger narrative that will resonate for generations.