With the launch of a 4-year engineering program and big campus renovation, Dunwoody College of Technology desired a strong and compelling brand position, elevating their reputation from a traditional trade school to one of robust hands-on experiences and state-of-the-moment technology and innovation. Dunwoody’s student body is overwhelmingly non-traditional, but there was not a clear understanding of what Dunwoody stood for as an institution. Though the name was recognizable, the college reputation was suffering from outdated perceptions and old imagery of a vo-tech or trade school. Dunwoody needed a strong point of view to break through the clutter in higher education.