College is exciting, but it can also be scary. It means stepping out of your comfort zone, confronting new questions, and making a major financial investment.

Students juggling family responsibilities, financial constraints, or first-generation concerns may be especially intimidated. When Worcester State approached us to develop a new admissions campaign we knew highlighting these concerns head-on would yield a fresh, unexpected angle on the admissions process.

Our campaign leveraged the school’s recently revamped admissions materials to address specific concerns facing prospective students. The resulting messaging speaks directly to prospects, answering their questions honestly and openly. It’s an authentic, friendly approach that builds trust, creates connection, and makes the prospect of college a bit more approachable.

Design partner: kor group