A screenshot from the UAB Honors College website, with a male college student standing against a yellow "UAB"

The Client: The UAB Honors College, the elite honors program at the University of Alabama at Birmingham

The Challenge: As a part of the overall university, the Honors College didn't have much of a brand of its own. On top of that, their student recruitment site had to be appealing and informative to super-intelligent 17-year-olds and their parents.

The Solution: A lengthy and focused branding process led to a new, special copy line: Set your world on fire. The site expressed that throughout, in a tone that's accessible and casual but not too much so for a respected university, and not patronizing for a cohort of high school students who know when they're being pandered to.

The site: UAB Honors College



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