A new graphic identity to introduce, a communication flow that lacked clear engagement and follow through, a clock ticking on an enrollment cycle…this was the state of affairs when Albion College met HA ThirtyOne. HA ThirtyOne quickly developed a two-phase approach with a two-fold objective – first, clarify the pool of inquiring students. Second, convert inquiring students to prospective students. And all the while, ensure the school’s new brand identity was embraced and conveyed.