Research and Discovery

Our process began with comprehensive research into MWCC’s history, mission, and community context. We conducted stakeholder interviews with administration, faculty, students, and alumni to understand the college’s unique positioning and the values most important to its community.

Key insights emerged around MWCC’s role as both a launching point for career advancement and a transformative educational experience. Students and alumni consistently mentioned the supportive, close-knit environment and the college’s commitment to helping students overcome obstacles – themes that resonated strongly with the mountain lion’s attributes of resilience and adaptability.

We also analyzed the visual landscape of community colleges throughout New England, identifying opportunities to create a distinctive identity that would stand out in the educational marketplace while maintaining appropriate professionalism.

Design Development

The design process focused on creating a mascot and identity system that balanced collegiate tradition with contemporary design principles. Our key considerations included:

1. Mascot Character: Developing a mountain lion that projected strength and confidence while maintaining an approachable quality appropriate for an inclusive educational institution
2. Color Palette: Refining MWCC’s existing green and gold colors with a navy blue accent to create a distinctive, versatile color system that would work across multiple applications
3. Typography: Selecting a font system that balanced institutional credibility with modern, accessible character
4. Versatility: Ensuring the identity would work effectively across digital platforms, environmental graphics, athletic apparel, and promotional materials

The final design features a forward-facing mountain lion with a determined expression, framed within a circular emblem that includes the college’s full name. The “Mountain Lions” wordmark utilizes a bold, modern typeface for “MOUNTAIN” paired with an elegant script for “Lions,” creating a dynamic contrast that reflects both strength and sophistication. This balanced approach allows the identity to resonate with diverse audiences, from traditional-age students to adult learners and community partners.

Implementation Strategy

Working closely with MWCC’s communications team, we developed a phased implementation strategy that included:

• Digital Rollout: Refreshing the website, social media profiles, and digital marketing materials with the new identity
• Athletic Program Integration: Updating uniforms, equipment, and facilities for all Mountain Lions teams
• Campus Environment: Designing environmental graphics for key campus locations, including the fitness center, student center, and campus entrances
• Merchandise Program: Creating a range of branded merchandise to build pride and generate additional revenue
• Brand Guidelines: Developing comprehensive guidelines to ensure consistent application across all departments and uses

Results and Impact

Since implementing the new Mountain Lions identity, MWCC has reported significant positive outcomes:

• Increased Brand Recognition: Community surveys showed a 32% increase in brand recognition within 6 months of implementation
• Athletic Recruitment: Athletic programs experienced a 17% increase in prospective student interest
• Merchandise Sales: The college bookstore saw a 28% increase in branded merchandise sales
• Digital Engagement: Social media engagement metrics improved by 35% across platforms
• Campus Pride: Internal surveys revealed heightened pride and connection among current students and staff

The Mountain Lions identity has become a powerful symbol of MWCC’s mission to provide transformative educational experiences. By creating a bold, unified visual system, we helped the college project a more cohesive presence in their community and the broader higher education landscape.

Conclusion

The MWCC Mountain Lions rebrand demonstrates how thoughtful, strategic design can elevate an educational institution’s presence and strengthen its connections with key stakeholders. By developing a mascot and identity system that authentically represents the college’s values and aspirations, we provided MWCC with powerful tools to build pride, enhance recruitment, and reinforce their important role in the Gardner community and beyond.

The project exemplifies our agency’s approach to educational branding: deeply understanding an institution’s unique character and creating visual systems that communicate that character with clarity, consistency, and impact.