Luther College Case Study

Building a Brand Strategy

Luther College Case Study

The Challenge.

Although Luther College is ranked among the nation’s best liberal arts colleges, senior leadership recognized they lacked a cohesive brand strategy. Luther College sought, and found, a partner in Carnegie who would help them to connect better with best-fit students.

Luther College Case Study

The Strategy.

Using Luther’s existing brand strategy and applying Carnegie’s proprietary archetype system, Carnegie’s concept work with Luther began with in-depth discovery among campus stakeholders and the creation of two campaign concepts. The chosen campaign concept, “Shaped By You”, was implemented widely across campus, including Luther’s brand standards, the admissions packet, financial aid packet, alumni magazine template, and on-campus signage.

Concurrently, Luther began a partnership with Carnegie’s web team to translate the brand strategy across its web presence. The website redesign project focused on audience alignment, web governance, and a shift from project to process mentality with a focus on continuous improvement.

Admissions Packet
Alumni Magazine Template
Brand Standards
Creative Concepts
Email Templates
Financial Aid Award Package
Music Program Brochure
Postcard Templates
Analytics Strategy + Implementation
Content Strategy
Governance Consulting
Technology Services
User Experience Design
User Research
Luther College Case Study

The Results.

Grounded in Carnegie’s discovery and research, Luther is equipped to communicate its compelling and unique story. And with a renewed focus on the prospective student audience, its new website brings that brand strategy to life. The site won a 2023 Award of Excellence from the Communicator Awards— the competition's highest honor—and a 2023 Best University Website from the WebAwards. We are proud to partner with Luther in its ongoing goals and enrollment marketing efforts toward building familiarity and consideration with prospective students.

Brand Standards.

Carnegie created a brand standards packet to outline Luther’s new set of visual standards to be implemented across campus. Ensuring a cohesive and recognizable identity, Luther College's brand standards packet plays a pivotal role in maintaining uniformity of the brand both in print and digital applications.

Brand Standards.

Website Redesign

Carnegie’s website design and development team completely revamped Luther’s website with a renewed focus on the audience, bringing their entire web presence in line with their new brand strategy. The website redesign has already won two awards this year— 2023 Award of Excellence from the Communicator Awards and 2023 Best University Website from the WebAwards.


“Carnegie provided the added capacity we needed to design a new look and feel for Luther College. It was so helpful for us to have an outside perspective from their creatives to think differently about how we communicate about Luther. We are very strongly still leaning on the look and language of Carnegie’s campaign to lend consistency and a new approach to how we’re portraying and talking about Luther.” Executive Director of Strategic Marketing and Communications
Luther College

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