Thomas Jefferson University
Redefining Humanly Possible
Thomas Jefferson University was one of only a few regional, stand-alone, health sciences universities, exclusively serving a graduate student population. Philadelphia University was primarily undergraduate, and best known for fashion, architecture, and design. However seemingly disparate, they were aligned in their interdisciplinary educational philosophy and a common appreciation for collaboration as a mechanism to achieve scale and improve student outcomes. But in July 2017, as they prepared to announce their merger as Jefferson, the small matter remained of publicly marrying their value propositions and communicating a cohesive brand that would resonate with a new class of students and respect established sects of alumni.
To unify two institutional legacies under one vision and one universal narrative, 160over90 went to market with messages of ‘Redefining Humanly Possible,’ leveraging earned, owned, and shared media to articulate how the intersection of design ingenuity and scientific inquiry could turbocharge student ROI and shape more effective pathways to current and yet-to-be-imagined 21st-century professions.
We placed out-of-home in highly trafficked destinations up and down the East Coast, talking about the incubator mentality. We secured media coverage in Forbes and the Associated Press, highlighting how Jefferson conditions students for the unconditional. And upholding the idea of Jefferson as a dynamic educational ecosystem, we designed and launched a new .edu and introduced the new brand directly to prospective students via an award-winning, highly editorialized ‘lookbook’ which took shape in print and also digitally.
1ST-YEAR APPLICATIONS UP 25% (2019)
20% GROWTH IN FRESHMAN DEPOSITS (2019)
MOVED FROM REGIONAL UNIVERSITIES TO NATIONAL RANKINGS IN U.S. NEWS AND WORLD REPORT