Brand Strategy & Design
Los Angeles Community College District
This was a rather strange project. All of the Colleges in the Los Angeles Community College District had recently removed the closed-captioned TV cable that gave the program the “Instructional Television” name, and the administrators were at a loss with how to market the program.
We pitched to rebrand the program strictly as “The Weekend College”, as “ITV” no longer had any meaning. Unfortunately, due to a lot of red tape and accounting/budgetary reasons, we had to keep “ITV” as part of the name.
That also meant we had to keep what I had been calling “the MTV logo”, but I ditched the crazy patterns, colors, and type to simplify it with a one-color solution. The old brochure was as big of a mess as the logo, so we streamlined the copy and I went with red as the main color to grab people’s attention. I also changed the format so that the inside spread listed all of the classes, and it could be unfolded into a mini-poster to be displayed at participating colleges.
RESULTS: The brochure was mailed to every student in the district and it ended up working better than we expected; enrollments were up 176% for the following semester.