Through in-depth research and interviews with faculty, students, alumni, parents, and prospective students, our team uncovered the defining elements of the Covenant student experience, packaging them into a “productized” expression of the college’s mission and identity.

And, thus, The Covenant Ascent was born: a rebranding of the school’s four-year academic experience, inspired by its pursuit of rigorous academics and its home atop Lookout Mountain, GA.

Our findings led us to develop a 22-page messaging framework as a practical tool to help the Covenant community confidently communicate their story and distinctives to prospective students. We then brought that story to life through a host of marketing assets, including a microsite design and direct mail advertisements for recruitment purposes.

Both the new logo variant and brand name for The Covenant Ascent paid homage to Covenant’s mountaintop campus and Scottish-Presbyterian heritage. The Ascent logo took inspiration from the college’s main tartan-inspired mark while introducing an elevated look; and the Ascent name artfully alluded to the literal and figurative aspects of the four-year journey from matriculation to graduation: one that proves rewarding and challenging for students and distinctive among the higher-ed competition.