Dean College

copywriting & branding

speaking to a market of one

Dean College is a small private institution that invests deeply in their students. They needed to overhaul their narrative to align it with the school’s actual felt identity.

We encouraged them to embrace what makes them special—reaching out to students who tend to fall under most teachers’ and administrators’ radar and helping them find their unique voice and place in the world.

We wanted the client to stand out from other schools—whose materials tend to all spin the same vanilla narrative of “success” and “achievement”—by speaking directly to students who may be still searching for their niche.

The Dean College Viewbook won Gold at the New York Capital Region Ad Club Addys.