The Challenge Tasked with expanding on Student Debt Smarter’s existing brand, the design team researched visuals and narratives that would relate the majority of today’s incoming college students. Which are mostly young adults born between the mid-1990s and early 2010s. More commonly know as Gen Z, these students view knowledge as power and want transparency when choosing their college experience.

The Solution Utilizing this insight, we adapted its brand visuals to match the rapidly changing social media landscape and leveraged the platform to reach prospective college students. The design team produced impactful visuals using punchy bright colors, icon sticker designs, and mark-making techniques. To establish the brand and position it across social platforms, campaigns were launched during peak times of college registration and graduation. By using key insights from measurements and engaging with a newfound audience, social creative was targeted not only towards students, but also towards parents seeking guidance on navigating the academic journey with their child.