GWYou

George Washington University

In the heart of Washington D.C., one of the most competitive graduate markets in the country, The George Washington University faced a challenge: declining enrollment in its graduate programs. The landscape was crowded, attention spans short, and prospects increasingly discerning.

CREATIVE/BRIEF

Reignite interest. Drive conversions. And position GWSB not just as another business school—but as the destination for ambitious professionals ready to design their own future.

BIG/IDEA

Enter GWYou—a campaign rooted in personalization, powered by possibility. We didn’t just market programs. We marketed individuality. At its core: a dynamic “certificate” icon, visualized as a fingerprint—an arresting metaphor for the custom paths GWSB students could create. This wasn’t one message fits all. It was one platform, infinite combinations. A cohesive brand system that flexed to fit MBA candidates, certificate seekers, and global business students alike.

Across channels, touchpoints, and time zones, the campaign delivered. Headlines spoke directly to ambition. Visuals reflected uniqueness. And every impression was engineered to convert.