The Brand Gallery includes a number of examples across media and audiences that illustrate on-brand communications with regard to both messaging (editorial) and design. These examples demonstrate that brand messages and design can be tailored to serve the purposes of your college, campus, or whatever need you have.
The Brand Storybook is the living, breathing example of our brand. It’s used as a vehicle to collect stories about Penn Staters who exemplify the inspired doer positioning.
Feature articles provide a medium for telling the Penn State story on the University homepage.
The Protecting Endangered Species feature article focuses on a group of students who traveled with a faculty member to Panama and Costa Rica to gain first-hand experience in conservation biology through the CHANCE Program.
Viewbooks are printed pieces that are used by the Office of Admissions across all Penn State campuses to provide prospective students with information on what the University has to offer.
This spread from the Penn State Lehigh Valley viewbook is an example of how storytelling is incorporated into admissions materials. Our primary research on prospective, traditional-age students shows that they respond best to a mix of relatable storytelling and direct messaging, so all viewbooks in the brand style incorporate student stories.
Postcards are often used to raise awareness among prospective, traditional-age students and incorporate a mix of direct messaging and storytelling.
This postcard aims to raise awareness of Philadelphia-area Penn State campuses and the Penn State brand. It also provides a glimpse of the unique programs and services offered by the University. Based on our own primary research findings, prospective, traditional-age students want to learn about the college experience and what each college or university offers. Additionally, results show that students respond best to a mix of storytelling and direct messaging.
This postcard is part of the University’s Teen Campaign and uses direct messaging to focus on one of Penn State’s differentiating factors: its alumni network. Understanding the differentiating characteristics of each university is important to prospective students, as reflected in our primary marketing research.
The constraints of the billboard as an advertising medium—small spaces and limited chance to catch audience attention—mean that content must be pared down to one, easily-digestible message.
This is one of a series of billboards placed in the Philadelphia region to raise awareness of Penn State and its Philly-area campuses. The messaging speaks to primary research findings showing that value is a top priority for the families of prospective students.
Digital display ads have a very specific goal to drive Internet traffic to various landing pages. Very direct messages with calls to action on these ads emphasize the user experience.
This ad has been customized to target users in the Philadelphia region. Again, the messaging speaks to the prospective students’ and families’ priority of value.
Ads for social media platforms like Facebook, Twitter, and Instagram have similar constraints to the display advertising but follow a different approach.
All video marketing must be approved by the Department of Marketing and Advertising in Penn State’s Office of Strategic Communication. For more information, contact Clair Poletti, assistant director of digital and manager of the film office.
This brand commercial is meant to evoke the spirit of the Penn State family and their lifelong connections. It draws on the iconic Nittany Lion to evoke nostalgia and a sense of shared connection among all Penn Staters.
This commercial aims to show the breadth of opportunity at Penn State while also incorporating some of the University's many contributions to society.