firefighter holding an axe

Overview

Auburn Career Center had long been viewed as a “fallback” option—misunderstood as a place only for students struggling in traditional classrooms. In truth, Auburn offers advanced technical training, fast-track career pathways, and a community of motivated learners ready to take on tomorrow’s workforce. TWIST was brought in to transform public perception and reposition Auburn as a first-choice school for students who want more—faster.

Goal

To eliminate outdated stigmas associated with “vocational” education and establish Auburn Career Center as a forward-thinking, aspiration-driven institution—appealing to students, parents, educators, and employers alike.

Auburn logo
red and black stripes
the auburn 'A' logo in various colors
various auburn collateral pieces like folders and letterhead with logo and branding

Solution

TWIST redefined Auburn’s identity around the idea of striving—positioning the school not as an alternative, but as an accelerator. We developed a bold new brand platform: The School for Strivers, paired with messaging that highlighted Auburn’s real value: Knowledge for the New Economy and Life-Esteem.

We rolled out a new identity system and multi-channel campaign featuring real student and alumni stories. These personal narratives humanized Auburn’s impact and reframed success as something achieved through passion and purpose—not just college degrees.

TWIST supported Auburn across creative assets, campaign messaging, video, digital, print, and community relations—enabling the school to own its future and inspire enrollment at every level.

Results

  • 20% increase in student inquiries within the first year of campaign launch
  • Growth across all key programs, including high-demand fields like healthcare, engineering, and cybersecurity
  • Improved perception among parents and counselors, who now see Auburn as a proactive, lifestyle-driven choice for student success
  • Strengthened employer relationships, positioning Auburn as a critical talent pipeline for regional industries
billboard of person throwing a fish on a brick building
red poster on yellow background
two posters with exclamation points
large A on a wall next to a long hallway
“Auburn Career Center has partnered with TWIST Creative on several marketing endeavors—from smaller-scale projects to a complete and comprehensive institutional rebrand. Each time, the results have outmatched our expectations. TWIST is innovative, insightful, and simply the best at what they do.”
Jeff Slavkovsky Assistant Superintendent, Auburn Career Center
man throwing a fish
man holding a welding helmet
woman next to automotive machine
woman firefighter holding an axe
billboard of woman standing next to an automotive machine on a brick building
magazine ad with text and full page image of man holding a welding helmet
magazine ad with full page image of woman firefighter holding an axe and full page of copy
two students working on a machine
auburn website shown on a desktop and iphone

Relevant Work

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