This private college challenged SGW to turn around a slow growth situation. SGW completed a Brand DNA program and learned from faculty, administrative staff and current students that the school’s message and image needed unification. As a result, a Brand Essence was developed by SGW that spoke to a particular style of teaching used by the school. Because the student population was becoming more and more multicultural, there was a greater need for teacher involvement both on and off campus. Thus, the essence of a school “Designed Around You” was adopted and became a unifying force in both the school’s operation and in key messages delivered to critically important audiences. As a result, Centenary experienced three straight years of double-digit growth.