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, so the program administrators were at a loss with how to market the program.
We pitched to rebrand the program strictly as “The Weekend College”, because “ITV” had no meaning to students. 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 and simplified it to one-color. 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.
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.