I N T E G R A T E D M A R K E T I N G
Brand Building at VMI
When Virginia Military Institute set out to grow enrollment, improve retention, and attract a more diverse student body, it was clear that their marketing approach needed to evolve.
A Campaign that Resonates
The school’s identity was rooted in tradition, but its messaging felt static — focused on reactive PR rather than proactive engagement. To change that, I led a strategic rebrand designed to connect with audiences in a way that felt bold, authentic, and real.
The ‘Don’t Do Ordinary’ campaign became the centerpiece of VMI’s identity — a powerful message that celebrated what made the school different.
Shifting the Narrative
I shifted our approach from secrecy to focus on personal stories, showcasing authentic cadet experiences through first-person narratives, candid photography, and testimonials.
We introduced additional forms of audience engagement including social media channels offering an inside view of the experience, an online photo store for family and friends celebrating accomplishments previously shrouded in secrecy, and prospective cadet platforms to connect students with current cadets — strengthening community ties and helping students see themselves at VMI.
A Consistent Digital Identity
I worked across teams to refresh VMI’s website, improving navigation, refining content, and aligning digital platforms with the institute’s updated messaging.
I also expanded the color palette from red, yellow and black to colors that incorporated the landscape, uniforms and other aspects of the lived experience. I modernized existing design elements, added new iconography, and standardized VMI’s visual identity to ensure consistency across departments.
Shared Vision
A bold campaign only works if the entire organization gets behind it.
By fostering collaboration among teams and functions, we built a shared sense of ownership that ensured the brand’s success.
I collaborated with teams across admissions, athletics, alumni relations, and advancement to unify messaging and align goals. I introduced a content strategy and editorial calendar to keep messaging consistent and strategic across platforms.
Still Going Strong
The ‘Don’t Do Ordinary’ campaign is still going strong — not just as a marketing slogan, but as a reflection of VMI’s bold, purpose-driven identity. By combining strategic messaging, thoughtful collaboration, and a proactive marketing mindset, we built a brand that continues to inspire pride and connect with new audiences.