College Track is one of the largest and best-known college completion programs in the country. Founded in 1997, the nonprofit organization believes that a four-year college degree is the best way to equip young, under-resourced scholars for lives of opportunity, choice, purpose, and power.
As College Track sought to work with more students and communities, it needed a robust, research-based strategy to inform its messaging, as well as modern branding that would resonate with its many constituencies (students, alumni, donors, community allies, and employees).
Following a discovery period that included stakeholder interviews and a marketing audit, Belmont developed a holistic communications strategy and total brand redesign in which everything but the logo was changed. A new unifying theme line, “We Can’t Wait for the Future,” spoke to both the urgency of preparing scholars for adult life and the incredible optimism of what they could achieve.
