Hathaway Scholarship

Role:
Lead Copywriter, Narrative Strategist

For:
Warehouse Twenty One, Wyoming Department of Education

The Hathaway Scholarship program offers financial support to Wyoming students to attend the University of Wyoming or any of the state’s community colleges—and every middle and high school student is automatically eligible. Our goal in collaboration with the program’s leadership was to grab the attention of already information-overloaded students and parents and increase their engagement with the program.

Our work began with client discovery sessions to fully understand the Hathaway Scholarship and the people behind it. That trove of information informed our brand strategy and prompted a full overhaul of the brand identity.

We crafted a look, feel, and messaging that was more appealing to a young audience—a tack that educated, entertained, and empowered them to connect with the program. It also needed to reach their parents and give them the tools and tactics to encourage their kids to apply. With a comprehensive brand book, fully redesigned website, print, radio, and targeted campaign sprints, we reintroduced an established Wyoming brand and repositioned it for success with a new generation of students.