{"id":1396,"date":"2024-03-19T17:14:00","date_gmt":"2024-03-19T17:14:00","guid":{"rendered":"https:\/\/gmb.com\/?post_type=work&#038;p=1396"},"modified":"2025-08-22T12:58:51","modified_gmt":"2025-08-22T12:58:51","slug":"westminster-university","status":"publish","type":"work","link":"https:\/\/gmb.com\/work\/westminster-university\/","title":{"rendered":"Westminster University"},"content":{"rendered":"\n<section class=\"single-post-content__section \">\n    <div class=\"acf-innerblocks-container\">\n\n<div class=\"wp-block-group single-post-content-container is-layout-constrained wp-block-group-is-layout-constrained\"><div class=\"pixels-decoration pixels ne three-three-two\">\n<\/div>\n\n\n<div style=\"height:6rem\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading work-secondary-title has-gmb-purple-color has-text-color has-link-color has-figtree-font-family wp-elements-2bf0eb0290fa98253dd9476e65d98172\" style=\"font-size:2rem\">Brand Strategy<\/h2>\n\n\n\n<p class=\"work-location-date\" style=\"padding-bottom:2rem;font-size:20px\">Salt Lake City, UT | Completed 2022<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-deeb956a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66%\">\n<p style=\"padding-top:0;padding-bottom:var(--wp--preset--spacing--50);font-size:32px;line-height:1.1\">A new strategic plan is an ideal moment for a university to make a big change with its brand. And that&#8217;s exactly what Westminster University wanted to do. Shifting from a market saturated with colleges offering the traditional Utah Christian liberal arts experience, Westminster leaned into what made it unique; faculty-led, conversational classes; executing programs through an equity lens; and enhancing its student experience with supportive resources like WCore, WestX, and Griffin Guides.<\/p>\n\n\n\n<p>The University\u2019s team partnered with GMB to help bring its new initiatives to life with a rebranding and web redesign that captured everything that made Westminster \u201cDecidedly Different.\u201d&nbsp;<\/p>\n\n\n\n<h6 class=\"wp-block-heading\">The Goal:&nbsp;<\/h6>\n\n\n\n<p>To create a unified vision for the Westminster brand and help the University stand apart and above in a crowded market by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Crafting key messaging and campaigns that brought its new strategic plan to life<\/li>\n\n\n\n<li>Renaming the signature student experience platform to reflect the new Westminster brand<\/li>\n\n\n\n<li>Updating the University website to be as unique as the institution<\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>The Challenge:<\/strong><\/h6>\n\n\n\n<p>To embrace Westminster\u2019s location while recognizing that its university experience is very different from the traditional liberal arts college in Utah.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>The Opportunity:<\/strong><\/h6>\n\n\n\n<p>To push the boundaries of the traditional \u201chigher ed\u201d look and messaging to attract students who would thrive in a progressive educational environment.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33%\"><div class=\"taxonomy-focus focus-list-block wp-block-post-terms\"><span class=\"wp-block-post-terms__prefix\">Focuses<br><\/span><a href=\"https:\/\/gmb.com\/focus\/brand-strategy\/\" rel=\"tag\">Brand Strategy<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/gmb.com\/focus\/messaging-strategy-development\/\" rel=\"tag\">Messaging Strategy &amp; Development<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/gmb.com\/focus\/website-development-design\/\" rel=\"tag\">Website Development &amp; Design<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/div>\n<\/section>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-898c1be4 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem;padding-right:0;padding-left:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\"><strong>Leading with Authenticity<\/strong><\/h2>\n\n\n\n<p>Through our brand platform process, we were able to truly capture and align the internal and external stakeholder teams on what makes Westminster unique. As a progressive liberal arts institution located in a primarily conservative state, its inclusive and diverse community provides an experience that students may not typically expect in Utah. Here, you can \u201ccome as you are, and graduate as you will be.\u201d A sentiment that became the starting point and inspiration for the campaign.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"1024\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy-506x1024.webp\" alt=\"\" class=\"wp-image-1441\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy-506x1024.webp 506w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy-148x300.webp 148w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy-768x1555.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy-758x1536.webp 758w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy-1011x2048.webp 1011w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-column-pic-copy.webp 1264w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-a523a222 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"971\" height=\"1024\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Griffin-Ski-Final-971x1024.webp\" alt=\"\" class=\"wp-image-1440\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Griffin-Ski-Final-971x1024.webp 971w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Griffin-Ski-Final-284x300.webp 284w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Griffin-Ski-Final-768x810.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Griffin-Ski-Final-1456x1536.webp 1456w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Griffin-Ski-Final.webp 1875w\" sizes=\"auto, (max-width: 971px) 100vw, 971px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\"><strong><br>Permission to Think Different<\/strong><\/h2>\n\n\n\n<p>Higher ed institutions have a reputation for sticking with what\u2019s traditional. Not Westminster. From the beginning of our work together, the Westminster team was open and willing to challenge the norm and think outside of higher ed for creative influence. In a refreshing change of pace, the University\u2019s marketing team welcomed a more playful approach to design and allowed us to push boundaries for results that were authentically true to the Westminster brand.<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-gallery alignfull has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"641\" data-id=\"1438\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/WSTM21233-DecidedlyDifferent-BrochureMock-1024x641.webp\" alt=\"\" class=\"wp-image-1438\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/WSTM21233-DecidedlyDifferent-BrochureMock-1024x641.webp 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/WSTM21233-DecidedlyDifferent-BrochureMock-300x188.webp 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/WSTM21233-DecidedlyDifferent-BrochureMock-768x481.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/WSTM21233-DecidedlyDifferent-BrochureMock-1536x962.webp 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/WSTM21233-DecidedlyDifferent-BrochureMock-2048x1283.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"1442\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/03\/Westminster-brand-Airport-1024x576.webp\" alt=\"\" class=\"wp-image-1442\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/03\/Westminster-brand-Airport-1024x576.webp 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/03\/Westminster-brand-Airport-300x169.webp 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/03\/Westminster-brand-Airport-768x432.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/03\/Westminster-brand-Airport-1536x864.webp 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/03\/Westminster-brand-Airport.webp 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8e92eae2 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:0;padding-left:0;flex-basis:75%\">\n<h2 class=\"wp-block-heading\"><strong>Collaboration at its (W)Core<\/strong><\/h2>\n\n\n\n<p>To understand Westminster is to experience Westminster. To spend time on campus. To talk with students, faculty, and leadership on a regular basis. Our time working with Westminster entailed multiple trips to campus, consistent communication with the University president, and regular check-ins with the in-house team. This level of collaboration allowed us to ensure that we had buy-in from all stakeholders on the Westminster rebrand and that our direction aligned with the president\u2019s new strategic plan and vision for the University.&nbsp;<br><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Breaking Silos<\/strong><\/h2>\n\n\n\n<p>The most effective way to guarantee brand success? Getting everyone on the same page. To achieve this for Westminster\u2019s marketing and admissions teams, we held regular brand camp sessions where we provided language on how to best speak about Westminster. Then we led the teams through exercises to share how they would describe the University. As we continued evolving the brand and campaign, the admissions and marketing team continued to lean in and work together to enhance our efforts.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-a523a222 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"819\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Microsite-collage-1024x819.webp\" alt=\"\" class=\"wp-image-1437\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Microsite-collage-1024x819.webp 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Microsite-collage-300x240.webp 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Microsite-collage-768x614.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Microsite-collage-1536x1229.webp 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Westminster-Microsite-collage-2048x1638.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\"><strong>Making Small Moments<\/strong><\/h2>\n\n\n\n<p>Throughout our work together, we identified a need to separate Westminster\u2019s new student experience from others in the market. It was already a very innovative approach for engaging students: a simple, interactive microsite to inform and excite new students about their time at Westminster. Through collaboration with the Westminster team about what new students would experience, we helped them name the platform (WestX) and create small moments to the design that would keep students engaged and enthralled about their introduction to Westminster.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8e92eae2 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:0;padding-left:0;flex-basis:75%\">\n<h2 class=\"wp-block-heading\"><strong>Results: Expanding Partnership<\/strong><\/h2>\n\n\n\n<p>Our work with Westminster led to bigger projects with the University, like working on a new logo to represent its change from a college to a university. This was another area we were able to help the institution navigate: launching a complex brand and activation plan to continue increasing enrollment during its transition.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"tag-carousel__section alignfull\">\n    <div class=\"tag-carousel__wrapper\">\n        <div class=\"tag-carousel-swiper swiper\">\n            <div class=\"swiper-wrapper\">\n                                                <div class=\"swiper-slide\">\n                    <span class=\"tag-carousel__tag\"><a href=\"https:\/\/gmb.com\/work_tag\/platform-naming\/\">Platform Naming<\/a><\/span>\n                <\/div>\n                            <\/div>\n        <\/div>\n        <div class=\"swiper-button-prev tag-carousel-arrow-prev\"><\/div>\n        <div class=\"swiper-button-next tag-carousel-arrow-next\"><\/div>\n    <\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading is-style-heading-two-alternative\">Related work<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-b23a18ed wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Explore our insights on branding, marketing, engineering, and architecture, tailored specifically to the higher education sector.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-purple-light\"><a class=\"wp-block-button__link wp-element-button\">View More<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"work-listings__section alignfull\">\n    <div class=\"work-listings__wrapper\">\n        <div class=\"work-listings__container\">\n            <div class=\"swiper\">\n                <div class=\"swiper-wrapper\">\n                                                            <div class=\"swiper-slide\">\n                        <div class=\"results-card\">\n                            <a href=\"https:\/\/gmb.com\/work\/coopersville-area-public-schools\/\">\n                                <div class=\"results-card-image-container work\">\n\n                                    <img decoding=\"async\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2025\/08\/COOP_SOCIAL_MOCKUP_CROPPED-2-1024x676.png\" alt=\"\" class=\"results-card-image work\">\n                                <\/div>\n                                <div class=\"results-card-content-container\">\n                                    <div class=\"results-card__taxonomy-container\">\n                                        <span class=\"primary-text school\">K-12<\/span>\n                                        <span class=\"taxonomy-divider secondary-text\"> |\n                                        <\/span>\n                                        <span class=\"secondary-text service\">Marketing &amp; 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Branding<\/span>\n                                    <\/div>\n                                    <h3 class=\"results-card-title\">Maryville College<\/h3>\n                                    <p class=\"work-card-headline\">New Look. New Program. New Campaign.<\/p>\n                                <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                                                            <div class=\"swiper-slide\">\n                        <div class=\"results-card\">\n                            <a href=\"https:\/\/gmb.com\/work\/american-battlefield-trust\/\">\n                                <div class=\"results-card-image-container work\">\n\n                                    <img decoding=\"async\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/09\/American-Battlefield-hero-1024x470.webp\" alt=\"\" class=\"results-card-image work\">\n                                <\/div>\n                                <div class=\"results-card-content-container\">\n                                    <div class=\"results-card__taxonomy-container\">\n                                        <span class=\"primary-text school\">K-12<\/span>\n                                        <span class=\"taxonomy-divider secondary-text\"> |\n                                        <\/span>\n                                        <span class=\"secondary-text service\">Marketing &amp; Branding<\/span>\n                                    <\/div>\n                                    <h3 class=\"results-card-title\">American Battlefield Trust<\/h3>\n                                    <p class=\"work-card-headline\">Bringing American History to K12 Students<\/p>\n                                <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                                        <div class=\"swiper-slide hidden\">\n                        <div class=\"swiper-slide-placeholder\"><\/div>\n                    <\/div>\n                    <div class=\"swiper-slide hidden\">\n                        <div class=\"swiper-slide-placeholder\"><\/div>\n                    <\/div>\n                <\/div>\n                <div class=\"wl-arrow-wrapper\">\n                    <div class=\"wl-arrow-container\">\n                        <div class=\"swiper-button-prev wl-arrow-prev\"><\/div>\n                        <div class=\"swiper-button-next wl-arrow-next\"><\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"featured_media":1438,"template":"","work_tag":[216],"school":[59],"service":[60],"focus":[188,194,200],"class_list":["post-1396","work","type-work","status-publish","has-post-thumbnail","hentry","work_tag-platform-naming","school-higher-ed","service-marketing-branding","focus-brand-strategy","focus-messaging-strategy-development","focus-website-development-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Westminster University - GMB<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gmb.com\/work\/westminster-university\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Westminster University - GMB\" \/>\n<meta property=\"og:description\" content=\"Leading with Authenticity Through our brand platform process, we were able to truly capture and align the internal and external stakeholder teams on what makes Westminster unique. 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