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North Carolina A&T Brand

North Carolina A&T, the leading public HBCU in the country, has experienced unprecedented growth and national attention. With a bold vision and strategic plan, the university is moving its story from one of our country’s great HBCUs to one of our nation’s leading universities.

40%↑

Increase in Applications

0.3 pt↑

Increase in Average Applicant GPA

How do you move a storied university’s story forward? For N.C. A&T, you start with Aggie Pride. That’s a top to bottom commitment to action—and a legacy of promoting equity and justice for all. Our challenge was to build upon that past and to signal boldly that N.C. A & T is on the move and focused on the next chapter of its proud and principled legacy.

We began with qualitative research. Through consultation and iteration—as well as a few moments of creative inspiration—we developed a foundation and an expressive language for the university’s new brand. We extended the brand’s expression through key messages, a logo evolution, academic program icons, and assets for advertising, publications, and the web.

We planned a two-stage rollout and crafted a brand campaign that included media planning, buying, and optimization. We developed an enrollment marketing strategy built on the new brand and developed the first generation viewbook with the new brand look and voice. Working with N.C. A&T, we brought the brand to life for fundraising and in campus environmental graphics.

Our solution to the new story/old story brand challenge?

Quite Simply, Aggies Do.

It’s a campus of action where faculty, staff, and students unite for action. Fueled by history and bolstered by an unshakable belief that tomorrow will be better than today, the N.C. A&T story is clear and compelling. Our job was to capture the spirit and authentic legacy of the school and shine a light on it so more people from more places can see, feel, and become part of their rich story.

The campaign launched internally in Fall 2018 with broad support and enthusiasm.

An external, brand-focused campaign launched in October 2018.

Applications rose 40%, year over year.

Average GPA of applicants rose 0.3 pts

“Working with Stamats on brand redefinition helped us at North Carolina A&T think of the university’s brand in new and helpful ways. Engaging our senior leadership, deans, communications leaders and others, their team helped lead us toward new insights on our brand identity and new ways of translating our brand into powerful messaging and visual treatments. The resulting work has injected new life into the brand representation of the largest historically black university in America at a time of unprecedented national visibility for our institution.”

Todd Simmons
Associate Vice Chancellor of University Relations
North Carolina A&T