Emory University

Reaching higher is a
matter of heart.

Emory University, a prestigious liberal arts institution, wanted to differentiate its brand beyond its renowned healthcare enterprise. More broadly, our clients were keen to address concerns related to the university's position within the evolving political and cultural landscape of Atlanta and the Southeast. Emory needed a new brand platform to carve its identity, clarify its value proposition, and better reflect the day-to-day experience of its students.

Services

I couldn’t be more pleased
with the outcomes from our 
branding engagement.

Stephen Jendraszak
Associate Vice President for Marketing

The Insight

Our research revealed that Emory best attracts students when it’s perceived to be the most ambitious option. When a competitor enters the mix who’s viewed as even more ambitious, Emory tends to rank differently. Despite rising awareness overall, Emory wasn’t seeing a corresponding increase in perceived academic reputation. The key to unlocking Emory’s potential was celebrating its heart alongside its ambition. Academically excelling students want both: ambition paired with a deeper sense of purpose and passion. 

The Solution

SimpsonScarborough developed a comprehensive brand strategy anchored in the concept of “Ambition through Heart.” Our approach reintroduced Emory with a more heartfelt narrative, emphasizing both academic prestige and the passion that drives its community. The new brand platform was designed to set Emory apart in a competitive market, presenting it as an institution where academic excellence is paired with empathy, purpose, and drive. 

OOH Environmental

The Results

As Emory continues to roll out its refreshed brand, the impact is already being felt.

Plans are in place to measure the success of the new brand campaign and track its effect over time, ensuring that Emory’s narrative of “Ambition through Heart” resonates and positions the university as a first-choice destination for academically driven students.

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