Kennesaw State University

Helping a public university 

reach new heights.

Kennesaw state university

Helping a public university

reach new heights.

HOW THEY WERE STUCK

Kennesaw State University had made incredible strides by growing into one of the state's largest universities. But the brand's old commuter school reputation desperately needed a lift to keep pace with its changing identity.

WHAT TAILFIN DID

To help KSU step confidently into its new future, we crafted a campaign designed to elevate the brand by tapping into the aspirational spirit of its student body.

SERVICES

  • Primary Research
  • Secondary Research
  • Audience Research
  • Competitive Reviews
  • Brand Strategy
  • Creative Strategy
  • Campaign Strategy
  • Campaign Concepting
  • Creative Execution
    • Video
    • TV
    • Display
    • Print
    • OOH
    • On-campus
  • Website Design and Development

  • Primary Research
  • Secondary Research
  • Audience Research
  • Competitive Reviews
  • Brand Strategy
  • Creative Strategy
  • Campaign Strategy
  • Campaign Concepting
  • Creative Execution
    • Video
    • TV
    • Display
    • Print
    • OOH
    • On-campus
  • Website Design and Development

We uncovered the 
school’s true identity

We started by conducting broad and deep research — including surveys and workshops with faculty, staff, students, prospective students, and alumni — to uncover the brand's true essence with a clear, revamped brand strategy.

Our research drew from 6,821 total participants, establishing who we are and where we want to go.

Then, we spread our wings

We created a campaign to relaunch the KSU brand, leveraging their iconic owl wings, accompanied by a simple, powerful tagline: “Find Your Wings.” The campaign set KSU apart from other schools in the region and helped shift expectations of what students and the community could expect from their school.

Our design system was leveraged across campus, by over 100 groups and communications staff.

And gave the website a major lift

We completely re-engineered the KSU website, shifting from an internal organizational structure to a user-centered design. It helped trim the content from 40,000 pages to under 5,000.

The campaign soared

It helped unify the campus around a fresh look and feel, and drove a record surge in enrollment of 41,000 students in 2020.

The campaign helped drive a 25% boost in freshmen admissions from 2019.

AND IT WAS PURPOSE-BUILT TO KEEP ON FLYING.

To ensure long-term success, our team created a sustainable campaign foundation and toolkit for KSU internal communications teams, arming them with unified messaging, flexible visual elements, and a detailed style guide. Kennesaw State continues to use the core campaign elements today.

AND IT WAS PURPOSE-BUILT TO KEEP ON FLYING.

To ensure long-term success, our team created a sustainable campaign foundation and toolkit for KSU internal communications teams, arming them with unified messaging, flexible visual elements, and a detailed style guide. Kennesaw State continues to use the core campaign elements today.

“Since the re-brand, let’s just say I finally see a lot more of our KSU swag on campus – and a lot fewer UGA shirts.”

-Tim Falvai
Director of Operations and Project Management
Kennesaw State University
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1246 Virginia Ave. NE
Atlanta, GA 30306
[email protected]
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