The Illinois College of Optometry is the largest and oldest optometry college in the U.S. Their challenge is to honor this history while still appearing modern and appealing to the next generation. We chose to do this by highlighting one of their greatest assets, their alumni network. Through interviews at home and at their professional practice, we hear how ICO was instrumental in their success.

The resulting 360 campaign boosted enrollment while strengthening bonds with valuable alumni. The campaign logo and aesthetic sit comfortably within the existing brand guidelines of ICO, while being clearly distinguishable from the usual content published by the college.