College of Western Idaho
Think small. Go big.
Our Role
Visual Design
Paid Social Creative
Campaign Guidelines & Toolkit
Campaign Strategy & Creative Direction
Concept Development
Messaging & Copywriting
College of Western Idaho (CWI) serves students and employers across Idaho's Treasure Valley, offering accessible education, hands-on training, and career-focused programs that help Idahoans build their futures.
The Opportunity
New programs. New audiences. One recognizable brand.
CWI was introducing four academic programs, each with a different audience, skill set, and career opportunity.
The challenge was to generate interest in each without creating four disconnected campaigns—or losing the momentum of CWI's established Let's Get Started platform.
We needed a creative approach that could make individual programs feel relevant and exciting, work within the fast-moving world of paid social, and scale as CWI continued to grow.
FOUR DIFFERENT PROGRAMS. ONE IDEA with room to grow.
The Solution
Big futures start small.
We developed It Starts With, a mid-funnel campaign concept that takes the defiant momentum of Let's Get Started and makes it personal.
A pixel. A geode. A circuit.
Each small detail represents a spark of curiosity—and the beginning of a much bigger career path.
By moving from the micro to the macro, the campaign gave prospective students an immediate way to see themselves in a program, while giving CWI a flexible creative framework that could extend far beyond the initial launch.
01 / Find the Spark.
Find the Spark.
A shared concept with a personal connection.
We built a creative idea that could flex across four distinct offerings:
Mining Technician: From rocks to real jobs.
Digital Photography: From pixel to portfolio.
Semiconductor Manufacturing: From circuit to career.
Business Administration: From technical skills to leadership.
Each execution connected a recognizable starting point to a tangible future, making unfamiliar programs feel more accessible and career opportunities easier to imagine.
02 / Make it Work in the Feed.
Different stories. One visual language.
We created a modular system of static and video creative designed for paid social.
Video sparked curiosity and emotional interest. Static placements reinforced program benefits, clarity, and next steps.
Tailored imagery, headlines, and copy gave each program its own identity, while consistent typography, CWI brand colors, and calls to action kept the campaign unmistakably connected.
03 / Build Once. Keep building.
A system designed for what's next.
Rather than reinventing the creative for every new offering, we developed comprehensive campaign guidelines covering program-specific messaging, headline structures, visual treatments, and calls to action.
The framework could extend across additional programs and channels—from paid social to digital, radio, email, and landing pages—without losing consistency.
A campaign built for four programs became a system built for many more.
Built for four programs. Ready for what's next.
What began as a campaign to introduce four new academic programs became a repeatable creative system for CWI's ongoing enrollment efforts.
And the timing couldn't have been better. As Idaho's largest community college, CWI was experiencing significant momentum:
34K students
Served annually.
9 consecutive terms
Of enrollment growth.
It Starts With gave CWI a flexible way to build on that momentum. With modular messaging, adaptable design, and a consistent connection to Let's Get Started, the college gained a framework for promoting new and featured programs without reinventing the creative each time.
Four distinct programs. One cohesive platform. Countless opportunities to build on it.
94.3% positive placement rate
Among graduates.