Case Study: Colorado Mountain College elevates its bilingual brand with Heinrich

Colorado Mountain College elevates bilingual branding with Heinrich, resonating with Spanish-speaking respondents by a large margin

Colorado Mountain College, a designated Hispanic-Serving Institute and Colorado's first dual-mission college, found its existing brand and tagline were not resonating with its diverse student body, particularly its Latino audience. The college enlisted the vendor Heinrich to help evolve its brand strategy and verbal identity to better articulate its market positioning.

Heinrich evolved the college's brand by developing a new bilingual tagline, "Elevate your future" / "Eleva tu futuro," and created a new visual brand architecture with color-coded designations for its academic programs. The agency's multicultural team provided transcreation expertise to ensure the work resonated in both English and Spanish. The client reported the new tagline tested significantly better, especially with Spanish-speaking respondents, and the updated brand has been fully integrated across the college's website and promotional channels.

Colorado Mountain College