CHALLENGE

Help Mercy College disrupt and lead in the professional development and continuing education space.

SOLUTION

Develop a bold, confident, and professional-leaning program name and identity that conveys the core offering and builds trust in the curriculum. Reach the target audience with empathy, relating to their professional journey and forging a new path ahead.

As initial print and radio advertising focused on the NYC area, we saw an opportunity to conceptually play off of the subway and moving forward. We wanted to connect the idea of one’s career as a journey — changing tracks towards a brighter future.