C A S E S T U D Y
No Ordinary Brand Building at VMI
How a bold brand refresh aligned tradition with modern expectations and achieved record results.
Higher Education Brand Development
Virginia Military Institute (VMI)
vmi.edu
Results
Increased Enrollment Diversity: Achieved a 40% increase in women’s enrollment by aligning messaging with audience needs and showcasing authentic cadet experiences.
Improved Retention: Reduced attrition by setting realistic expectations and building trust with prospective students and families.
Cost Savings: Saved $150,000 annually by transitioning creative production in-house while delivering high-quality, impactful materials.
Enduring Campaign Success: Established “Don’t Do Ordinary” as VMI’s longest-running and most successful campaign, resonating across diverse demographics.
Strengthened Collaboration: Unified branding across departments and related agencies, fostering institutional alignment and cohesive messaging.
Enhanced Community Engagement: Leveraged tools like an online photo store and parent/prospective cadet forums to deepen connections and build community trust.
Sustained Brand Identity: Created a scalable, cohesive brand system that continues to reflect VMI’s legacy and aspirations while driving engagement across platforms.
To support enrollment growth, improve retention, and attract a more diverse student body, I led a comprehensive brand refresh that reimagined and strengthened VMI’s identity in a competitive higher education environment.
This initiative balanced the Institute’s historic values with a more modern, inclusive narrative, elevating visibility and building trust with key audiences.
The refresh began with the first major brand research in over a decade, gathering qualitative and quantitative insights from prospective students, current cadets, faculty, staff, and alumni. Through this process, we identified VMI’s key strengths and challenges and refined messaging to emphasize authenticity, transparency, and personal connection.
Key Outcome: The “Don’t Do Ordinary” campaign emerged as the centerpiece of the brand, becoming VMI’s longest-running and most successful campaign, defining its identity for over a decade.
Reshaping Perceptions and Building Trust
One of the primary goals of the refresh was to address misconceptions about VMI and present an honest, balanced picture of cadet life:
Authentic Storytelling: Showcased life at VMI through cadet testimonials, candid photography, and stories that reflected the rigor and rewards of the experience.
Community Engagement Tools: Introduced innovative platforms like an online photo store and parent/prospective cadet forums, fostering deeper connections and engagement.
These efforts aligned audience expectations with the realities of the VMI experience, creating a stronger sense of trust and understanding.
Key Outcome: A 40% increase in women’s enrollment, improved qualified leads, and reduced attrition by effectively aligning messaging with audience needs and experiences.
Codifying and Expanding VMI’s Identity
A cohesive and flexible visual identity was essential to ensuring consistency and collaboration across departments:
Visual Enhancements: Refined institutional marks, expanded the color palette, and updated graphic elements for a more vibrant and adaptable brand.
Unified Messaging: Aligned tone and voice across print, digital, and social platforms to reflect a consistent, engaging narrative.
Departmental Alignment: Standardized branding across athletics, alumni relations, and other related agencies, fostering institutional cohesion.
Key Outcome: A unified and sustainable brand identity that communicates VMI’s legacy and aspirations while driving institutional alignment and collaboration.
In-House Creative Development and Cost Efficiency
To ensure the brand refresh was both impactful and cost-effective, I transitioned creative production in-house:
Creative Leadership: Directed the design and production of flagship materials, including the viewbook, event banners, and brochures.
Cost Savings: Collaborated with photographers, editors, and print vendors to deliver high-quality materials while reducing costs.
Key Outcome: Saved $150,000 annually from the admissions budget while expanding the brand’s reach and influence.
Inclusive Leadership
The success of VMI’s “Don’t Do Ordinary” campaign was rooted in the collective efforts of photographers, writers, designers, social strategists, and web developers. Leading both direct reports and cross-functional collaborators, I fostered open communication, set clear goals, and aligned the team’s efforts with the Institute’s strategic vision.
By encouraging creative input and demonstrating how individual contributions connected to broader institutional goals, I cultivated a sense of ownership and pride among team members. This inclusive leadership approach strengthened interdepartmental relationships, built a culture of innovation, and delivered cohesive campaigns that seamlessly integrated print, digital, and social elements.
Key Takeaway: This leadership approach not only delivered a unified and impactful campaign but also nurtured a culture of collaboration and innovation that continues to elevate the brand’s success.
Sustained Impact
The “Don’t Do Ordinary” campaign has become more than a tagline—it’s a declaration of VMI’s authenticity and purpose, resonating with audiences across demographics. By leveraging storytelling, bold imagery, and consistent messaging, the revitalized brand continues to connect on a human level, aligning VMI’s traditions with modern expectations.
Key Outcome: The refreshed brand remains central to VMI’s identity, driving engagement, inspiring pride, and fostering connection across all mediums.
Selection of Campaign Collateral
Below is a gallery of campaign materials, demonstrating the enduring strength and adaptability of the “Don’t Do Ordinary” campaign across print, digital, and social platforms.
