With higher education at large undergoing significant transitions since 2020, the shifting student population now asks more than ever from the college experience. University of South Carolina Aiken found themselves with an opportunity to stand out, not only from University of South Carolina overall and the misconception of just being a “satellite campus”, but by offering students a college experience that is customizable in a way that most other 4-year institutions cannot hope to be.
The Challenge
AGENCY SERVICES
Brand Identity
Brand Positioning
Collateral Design
Integrated Marketing Plans
Media Buying & Reporting
Naming
Paid Media Plans
Social Media Management
Social Media Playbooks
Special Projects
Surveys & Market Research
Video & Photography
The break came in two forms, a name and a brand. Retraining the mind from University of South Carolina Aiken to USCA allows us to establish an identity and personality distinct from Columbia. Using just the four letters, and stacking them two on top of the other helps impress in people’s minds the new pronunciation. The design is bold, stable and feels classic—like it could’ve existed from USCA’s inception in the 1960s.
Of course, a great logo is just the beginning. USCA needed a clear, simple-to-use system of visual assets that can bring each department, each touchpoint, each piece of communication in line with the overall brand. And while the overall USCA brand was getting a facelift we couldn’t ignore the Athletics side. The brand equity built by The Pacers was worth holding onto. So we matched the old name with the new style for a result that sounds familiar and looks refreshed, then we let it run.
Our Solution
Christen Engel / Chief of Staff and Vice Chancellor for Marketing & Communications
“Wier / Stewart has been an extraordinary partner in bringing USCA’s new brand to life. Their creativity, strategic insight, and deep understanding of who we are helped us articulate a bold, future-focused identity that truly reflects our vision. From concept to execution—including our community-centered Downtown Takeover event—they’ve been instrumental in every step of this transformative launch.”
SURVEY SAYSIn partnership with USCA, we completed a survey gauging stakeholders’ feelings about the current brand. Respondents included students, faculty and staff, alums, friends of the University and community partners. The majority of our audience reported that they want to have increased engagement with USCA. This confirmed that there was no time like the present for USCA’s brand and communications to refresh.
