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John Jay College of Criminal Justice Brand Strategy & Design

Siegelvison - Alan Siegel

John Jay College of Criminal Justice


Siegelvision, an agency focusing on brand strategy and design worked with the John Jay College of Criminal Justice in NYC and found that the college was an organization with inconsistent, undisciplined communications, a lack of clear definition and mission, compounded by an unengaged community, a low affinity with its students, and a low student retention rate.


Seigelvision offered a simple recommendation to brand the experience: John Jay is a College for “fierce advocates for justice.” The phrase captured the special essence of John Jay and resonated with the idealistic young, as well as with faculty, board members and donors who aspire to be part of a purpose-driven institution.


A set of guidelines was developed to direct John Jay’s voice, values and positioning to project a clear, unified message.


The strategy was then brought to life across the John Jay experience—from the building interiors to uniforms to marketing collateral. Today the walls of John Jay are emblazoned with the ringing call to be fierce advocates for justice.


The result is nothing less that the complete transformation of John Jay from “a cop college” to the leading institution educating for justice - in all it’s forms.


That transformation created significant value.

  • The number of new alumni donors rose 35% and contributions jumped an astounding 50%
  • The school saw a 60% increase in John Jay’s Annual Fund revenue from 2013-2014, enabling the college to achieve it’s $50 million dollar fundraising target a year early.
  • The initiative had a positive effect on enrollment as well
  • The school saw a significant increase in applications 2012-2013 and an increase in both enrollment and graduation rates the following year
  • The faculty launched the Rising Star Fund to provide support for a broad range of student opportunities and have produced in the last year alone more than $18 million in external research grants.

Congratulations to Siegelvision for creating powerful transformative change through deep understanding and experience design.



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