Leading from the front lines

University of Arkansas Clinton School of Public Service
Campaign branding, Messaging

man at podium speaking

The Challenge

The Clinton School of Public Service was the first in the U.S. to offer a Master of Public Service (MPS) program. While this offering is unique, the school competes for students who are considering MPA, MPH, and MPP degrees. Our recommendation: a more emphatic brand voice and outcome-focused messages to build awareness as recruitment scaled up.

The Impact

With a core idea of equipping students for “the tough work of on-the-ground change,” we developed a brand narrative and supporting messaging that brought greater storytelling energy to a distinctive set of program features and an impressive alumni network. The Clinton School has seen a 30 percent increase in applications and is reaching future leaders whose service will prove invaluable on a national and global scale.

Project components

  • Positioning and messaging
  • Brand training
  • Print
  • Campaign logo

The language is doing some heavy lifting across our new website. Y’all were great partners and truly helped us package ourselves in a new way that resonates with prospective students. Year over year, we’re on the strong trajectory we’ve aimed for.

Patrick Newton
Director of Marketing and Communications, University of Arkansas Clinton School of Public Service

Brand Narrative

The Clinton School’s Master of Public Service degree is grounded in an unshakeable belief: our common humanity is a powerful force for transformative, sustainable change.

Our school’s namesake, President Bill Clinton, has always believed that even in the most contentious, polarizing times, people can find common ground and work together to create enduring solutions.

The first Master of Public Service degree in the nation, the MPS is an action oriented program focused on putting people first, and equipping students for the tough work of participatory, on the ground change.


Power of the MPS
Field Experience
Integrated Academics
Network Community
woman at podium speaking

The client brought our brand language to life on their homepage.

Brand Narrative web page
Power of the MPS web page
Outcomes web page
Integrated Academics web page