Athens State University has never wavered in its mission to meet Alabama’s diverse student population – no matter the need – with an affordable education. Not only is it the oldest public institution of higher education in the state, but it’s also one of 10 Upper-Division Universities in the county–a mission that is as critical as it is unique. Yet, what makes Athens State undeniably unique is ultimately what makes its story harder to tell.

Athens State University wasn’t immune to the impending demographic cliff. However, unlike most public institutions, Athens State’s unique mission placed them at the center of multiple emerging market threats. Not only was the institution facing these new market realities, Athens State lacked a consistent brand which led to uncertainty around the institution’s true value.

Athens State needed clarity around their truly unique position in the market to ensure that it continued to sustain its mission and it’s goals for enrollment growth. And to bring that clarity, they needed a compelling brand strategy–one that would help the community and state understand what Athens State does now and will continue to do in the future.

We arrived at a message of hope and anticipation: It isn’t how you begin your education that matters. It’s how you finish. This clear and compelling message has become a beacon for the brand and who it serves, as well as, tie together the relationship between Athens State being an Upper-Division University and their resolve to provide a high-value education unburdened by debt, no matter a student’s life stage.