Mount Mercy University


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The Creative Brief

For nearly 90 years, alumni, parents, and friends of Mount Mercy University have continued the Sisters of Mercy’s vision of blending faith and values with liberal arts learning and professional preparation. These values are celebrated every year at their Alumni Reunion event on campus. Mount Mercy enlisted to Creative Mellen to help rebrand their Alumni Reunion weekend with a new identity and direct mail invitations.


The Strategy

When researching past events and Mount Mercy University’s history throughout the years, it was clear that a trip down memory lane would be a terrific way to connect to alumni. We used historical photographs from each era to invoke memories of those alumni who lived through it. These background images allowed us to do all the even number years through the school’s history with one basic template. The revamped identity was incorporated with a yellow ribbon to highlight how many years its been for each alumni class. These design elements were used throughout the university’s promotion, including online ads, banners, and giveaways.