Branding, web & video | RIT College of Imaging Arts & Sciences


Situation Facing declining enrollment, RIT’s College of Imaging Arts and Sciences (CIAS) sought to give new life to their current admissions program. K2 was commissioned to produce a 15-minute video and fully-interactive website to target prospective students and their parents.

Challenge There are eight schools within CIAS. The College needed for a new cohesive brand that would unify the schools but also allow for their own identities. The schools had individual, unrelated websites and brochures. The exisiting websites were missing a streamlined navigation system and linking between schools did not exist.

Solution K2 went through an extensive Brand Management process meeting with the Dean and the eight Chairs to fully understand the College’s offerings, differentiators, personality, and mission. Using photography and art created by the students and portraits of “real” students, K2 developed an award winning site. A consistent navigation system was implemented that allows for seamless transition from one school to another and to RIT’s main website.

Results Following the launch of the website and the creation of the video, several schools identified needs for new brochures. Using the established branding, K2 was able to efficiently and effectively create these pieces while keeping a unified look. The resulting website and video are standouts within the University. Enrollment is up almost
10% from two years ago and there is now a waiting list for placement in the CIAS.