A New Brand for a Superior Career Education Program

Berkeley City College’s Career Education Program prepares students at diverse life stages with the practical skills necessary to thrive in their careers. It’s a superior program created for focused students. To introduce this precise market position, a nontraditional approach was required to expand the dialogue between the college and prospective students. 

Creative agency Michael Patrick Partners developed a brand communications strategy grounded in Berkeley City College’s culture and values. Marketing tactics included a viewbook, social media, print and online advertising and campus environmental graphics.

Strategic messaging was conceived, design completed and seamless brand management tools memorialized to ensure brand alignment going forward. The result was a clearly defined brand purpose and a value proposition that spoke to each segment of the target audience.