"Bryant & Stratton College was lost in a category defined by overpromises, generic messaging, and a lack of understanding for what today's non-traditional students face....How could we connect with students in a way that acknowledged their complicated lives while also giving them hope for the future?"
"The answer was in the logo. The “&” in Bryant & Stratton College became the icon for our integrated brand campaign. Titled “For every & in life,” the campaign connected with audiences by dramatizing all the “ands” they were experiencing in life. Be they financial, personal, even emotional. And all the ways Bryant & Stratton could help overcome them."
https://www.bvk.com/case-studies/bryant-stratton-college-for-every-and-in-life/