With the principle of inclusion at the center of the messaging, the “Open to All” campaign aims to create a connection between anyone with a desire to create with the Open Studies programs at the Maryland Institute College of Art. Using various combinations of MICA’s expansive color palette while introducing new type treatments, the Open to All campaign was designed to feel fresh and familiar. The concept is structured in such a way to allow the use of all of MICA’s many branded assets, including the expansive color palette and many patterns. These branded assets, working together with photography capturing students of various degree programs, the campaign’s loose aesthetic is designed to allow creatives of all experience levels feel comfortable and empowered. Using the “Open to…” language introduces a variable text treatment that is used to reach out to more specific groups of people. Using a collection of collected handwritings, the messaging begins to read “Open to Painters/Creators/Life Learners” with the final pay off emphasizing the inclusive Open to All. Running through both paid and organic social channels as well as a rework of the Open Studies landing pages, this campaign was designed to be flexible in application in order to allow MICA the ability to market the Open Studies courses how every the feel appropriate.
