Client Project: Babson College Marketing Department
Brand Manifesto:
At Babson College, we believe in the power of possibility.
Our campus is more than just a place of learning; it's a hub of innovation, creativity, and activism.
Here, students are not just students; we are change-makers, artists, and entrepreneurs, shaping the world around us.
We don't wait for the future to happen; we build it.
At Babson, we believe in the power of entrepreneurial leadership: a mindset that sees opportunities where others see obstacles, turning what-ifs into what is.
We discover, grow, and succeed together.
Each diverse voice adds to our collective story; each story fuels our global vision.
Together, we shape leaders not just for the market but for the world.
At Babson, we create tomorrow’s leaders today.
Creative Elements
“We are not nouns, we are verbs. I am not a thing- an actor, a writer - I am a person who does things - I write, I act - and I never know what I am going to do next. I think you can be imprisoned if you think of yourself as a noun”
— Stephen Fry
“I am afraid of uncertainty”
“I don’t know what career I want to pursue”
“Everyone seems to have everything figured out”
- Students from Focus Group
Strategies
RELATABILITY
Common Gen Z vulnerabilities = Emotional connection
73% of Gen-Z feels alone sometimes or always
35% of Gen Z has a fear of public speaking
Focus group show common trend: fear of failure
Gen-Z Trend
“We Are Not Really Strangers”
336 million views
4.5 million engagements on TikTok
“we are more alike than we are different”
Explaining Entrepreneurial Leadership
Gen Z has 8-seconds attention span
Grab attention with an unconventional element - boxes
We are not limited to labels