Lakeland University

Lakeland University Campus

  • Lakeland University “FifthColor is the obvious choice just because of the depth of services they offer when you look across the spectrum. All the things that they can bring to the table of knowledge base, whether you are in the market place for social media strategy, a website, a rebrand, they check all the boxes. Why not work with a singular agency that you can develop a relationship with and truly get to know you and then they become part of who you are.”
  • David Gallianetti, Client since 2015


BAV Analysis

Brand Strategy

Implementation Strategy


Web Development


In the competitive landscape of Liberal Arts Universities and Colleges, Lakeland University needed a full brand strategy with BAV analysis and a custom website to clearly define where they stood amongst the competition and identify how to best stand out.


Lakeland University had undertaken multiple brand strategy studies over the years. While much of the advice was sound, they needed help uncovering the University's point of differentiation while delivering cohesive messaging. Lakeland's problem was brand fragmentation among staff, faculty, and students.

The Approach

Our team completed extensive data analysis and research to pinpoint what makes Lakeland University unique. We used our Brand Asset Evaluator analysis to understand the existing brand's view and discover what steps were required to make it cohesive. Eliminating guesswork and utilizing hard data helped inform what people valued at Lakeland University. 

The BAV required over 100 hours of work, where we conducted student, staff, and potential student focus groups. We didn’t stop there, our immersive research even included high school counselors and local businesses.

100 Hours
The Solution

Our team uncovered the need to redesign Lakeland University's brand architecture, which allowed us to develop strong marketing and communication strategies that ensured cohesive messaging in the marketplace. We helped develop necessary collateral, including a new website designed by our industry-certified UI/UX experts, written by our SEO strategists, and assets created by our award-winning design team. Building a strong relationship throughout the process allowed our team to provide a sound internal and external implementation strategy overseen by our team, who has the insights and dedication to help drive Lakeland's success.

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