H Street Design Studio and Straightup teamed up to develop three campaign concepts aimed at boosting regional awareness of key college programs within two distinct audience groups.

We had three goals of our own: make the campaign flexible, original and fun.

The good news? they loved all three. But they had to choose one, and they went with “Able” as shown above. (Below is one that got away…) By allowing modification for any number of audiences and programs, a flexible messaging platform, rather than a fixed idea, gives the campaign staying power. We also wanted to avoid the cliche college promotional template (happy engaged student on campus) to set the brand apart in a market that includes several higher-learning institutions. As for fun  — we wanted to capture the practical reality of the technical college experience while acknowledging the range of creativity and hands-on capability represented by the (current and future) student population.