Established in 1882, The Cleveland Institute of Art has earned a reputation for being among the top ten professional colleges of art and design in the country. With an enrollment of about 500 students, the Institute is a small artistic community where eighty percent of classes have fewer than twenty students. The student-to-faculty ratio of eight-to-one facilitates an exceptional master/apprentice teaching model in an atmosphere that provides remarkable access to the latest technology.

When CIA approached Keating Associates to create a new marketing program for the school, the general feeling among the faculty and administrators was that the gestural, brushstroke style of their existing admissions materials was too one-dimensional. "We're more than just a painting school," said the president. In reality, the student artists at CIA create works using a wide variety of artistic mediums, including state-of-the-art digital technology.

In addition to a complete overhaul of the Institute's admissions marketing materials, CIA sought out Keating Associates to upgrade the style and messaging to more accurately reflect the CIA experience. Challenged to incorporate elements of the current look while raising the aspirational aspects of the narrative and design, we instead opted for a stage of ‘visual brand planning,' so that we could fully (and quickly) develop an entirely new look and feel that will support a number of publications for the fall recruitment cycle.

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