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Redefining
Liberal Arts

William Jewell College

The Challenge

The term “liberal arts” can be both a selling point and a barrier to entry. We wanted William Jewell College (WJC) to embrace the power of critical thinking inherent in a liberal arts education.

We knew it to be true – several of our team members are WJC alumni.

Solution

We Got The Message Out

  • We rebranded WJC, repositioning it as “The Critical Thinking College.”
  • We used powerful, active language: “Unmold Yourself Here,” “Using Our Powers for Good,” “We Live and Learn in Circles, Not Rows.”
  • WJC has unique differentiators: a Four-Year Graduation Degree, a double major program, and Oxbridge Honors. We made sure to tell everyone who visited the site.
  • We applied our knowledge of IA, UX, and design to create a site that can’t be overlooked.
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