Lancaster County Career & Technology Center

Rolling Up Our Sleeves and Setting the Record Straight

The Lancaster County Career & Technology Center, one of the country’s top trade schools, had a perception problem. While they offer dozens of advanced programs and associate degrees for adults, the public had long viewed them as a second-rate option for highschoolers who weren’t college bound. So they asked us to help them create distinct high school and higher education brands.

Our research, however, led us in the opposite direction. We recommended unifying these two offerings under a single, reinvigorated brand. By elevating students and their achievements, the Career & Technology Center had the chance to challenge the pervasive narrative that trade schools are for the underachievers.

Services Provided

Brand Audit + Market Research
Guided Workshops
Brand Strategy Development
Campaign Messaging
Visual Identity Refresh
Web Strategy
SEO Consulting
Web Design
Custom Web Development
Photography + Video
Brand Marketing Support
Graphic Design

Celebrate the Hunger, Hustle, and Heart of Students at the Career & Technology Center.

Most trade school marketing boils down to a pretty lackluster proposition: “Get a job and earn money without a college degree.” Hardly what you’d call inspirational.

And a far cry from how Career & Technology Center students described their own experiences. They talked about pride and ambition. About putting in the work and gaining skills that have taken them places. That’s the spirit we wanted to capture in the Career & Technology Center’s brand refresh.

Time to Aim Higher

You may be wondering how all this addresses the misperception that the Career & Technology Center is only for high school students. As part of the brand refresh, we positioned the Career and Technology Center as an institution of higher learning first and a high school option second. (Think of the way many colleges allow students to earn credits while they’re still in high school.) This way adult students don’t feel like they’re going backwards—and high schoolers feel like they’re leveling-up.

SHIFTING PERCEPTIONS WITH A SHIFT IN MARKETING

With our campaign—Education for the Doers—we introduced bolder graphics, more dramatic photography, and copy that champions students’ grit and determination.

“The Infantree team did a fantastic job creating our new website and rebranding. Through their thorough research, they captured the ethos of our school and their vision realized in the photography, video, and content for our website and marketing materials.”

Eleanor Farley, Communications Coordinator

Learn More About Our Approach

A Complex Rebuild to Simplify UX

The brand refresh called for a reengineered website. The site didn’t just need new copy and images. Students, parents, and instructors all struggled to find their way through hundreds of pages. The situation called for an architectural overhaul. We streamlined the user experience with a custom WordPress site that reflects the brand’s new positioning. (And, of course, integrates with various third-party educational platforms.)

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