Be impossible to ignore.

Susquehanna University’s small scale and rural setting are ideal for contemplating life’s big questions, but this private liberal arts school was struggling to compete with larger public institutions across Pennsylvania. From a higher price tag to less than ideal rankings, Susquehanna was at risk of decreasing enrollment while falling into the abyss of university marketing clutter. They needed to make big moves to step up, speak their truth, and stand out amongst a formative group of schools vying for prospective students’ attention. We helped make them impossible to ignore.


  • Research + Discovery
  • Brand Strategy
  • Brand Voice + Messaging
  • Visual Identity
  • Brand Guidelines
  • Collateral
  • Environmental Design

Small school. Big picture.

We helped Susquehanna own their unique perspective, which is designed to embrace the passions of each student while challenging them to push beyond their comfort zones. This inspired a brand that was all about transforming potential into purpose.


Where the art of science meets the science of art.

Susquehanna’s thriving and unique community of students wear lab coats over leotards and business suits under painter’s smocks. They are an interested, driven, and layered bunch. We helped them find a brand voice and visual energy that brings this reality to life.

J2 took the time to really get to know our institution, as if they were an in-house agency. They’re a boutique firm with big ideas and a bigger heart for their work.

– Aaron Martin, VP of Marketing and Communications, Susquehanna University

We’re happy you’re curious, so are we.

With the student mind in mind, Susquehanna’s new brand embodies why a liberal arts education is essential to success. It’s about making plans for today, and knowing those plans will most definitely change. Because not knowing what’s next is when things get interesting.

Building a brand syllabus.

With a small (but potent) internal creative team ready to roll, we delivered a robust guideline to keep the new brand on track. It clearly documented the visual design system, the Susquehanna voice, and a layered messaging framework that helped connect every communication dot across marketing, admissions, and every department in between.

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