When we started with Sallie Mae, public perception was at an all time low. Employee morale was even worse. The brand needed help.

After repositioning them with a higher purpose (making college happen), we created a two-pronged attack. First, an internal initiative to re-energize their employees and leadership. Then, an external project to connect them with students and families. For more on that story, see the case study video.

In 2015 company-wide survey showed a 31% increase in company pride from the previous year.

9 out of 10 employees agreed they have an important role to play in delivering the brand promise.

97% of respondents participated in some type of internal brand launch activity.

Who Will You Become? :30
A year later, we took the assets we had and combined them with compelling statistics to create 30 second ads tackling the benefits of college.