What We Did
Reimagined the brand for the Tufts Friedman School of Nutrition Science & Policy.
Integrated strategy, communications audit, audience research, messaging, viewbook, brochure, brand guide, editorial, presentations to dean, faculty, and board of advisors.
Increased applications by 20%.
Messaging & viewbook for graduate students
We began by crafting messaging to capture the essence of the Tufts Friedman School brand. Nourishing Minds. Nourishing Humanity. evokes the school’s mission, global health positioning, and makes the brand stand out from the crowd—across marketing channels.
Story focus: Powerhouse faculty
Professor Chris Economos
The new brand narrative we created foregrounded the school’s stellar faculty and how they help graduate students succeed.
We featured Chris Economos who founded Shape Up Somerville, a model that informed Michelle Obama’s Let’s Move campaign.
Our team highlighted signature initiatives like ChildObesity180. We aligned the school and university brand, making clear Tufts’ commitment to addressing serious health issues worldwide.
Digital Integration
The school had a great story to tell but the brand experience was fragmented. Professor Parke Wilde’s influential blog, U.S. Food Policy, wasn’t visible to prospective students.
We defined an integrated framework for cross-promoting digital, social media, and print properties, spotlighting the thought leadership of faculty and students in the nutrition space via blogs, Facebook, and Twitter.
Career Focus: Alumni stories
In collaboration with the client, our team identified alumni and students active in the nutrition field.
We wrote stories so prospective students could imagine how a Friedman School graduate degree would open doors to a variety of careers.
We tied areas of study to career paths within private industry, academia, the government, or NGOs.
Unified Brand
Our rebrand provided a foundation for the Friedman School communications plan and influenced a web redesign. The site features intellectual capital in the form of faculty press stories, student research, and Twitter posts on the homepage.
Photos by Tufts University