We partnered with The Black Sheep Agency to help Common App unveil its rebrand at a key member conference. While Black Sheep led copy development and stakeholder coordination, our team focused on creative direction, visual design, audio, and motion—bringing the announcement to life through thoughtful storytelling and execution.

A primary concern was easing long-time members into the change. Common App had been a trusted platform for decades, and the question was clear: how do you introduce a new brand identity without unsettling a loyal audience?

Our concept centered on gradual transformation—like dipping your toes into the water before diving in. Visually, the piece begins with a familiar aesthetic and conservative color palette, then slowly transitions to incorporate the new brand elements and bolder hues. In parallel, the music builds steadily, reinforcing the sense of growth and forward momentum.

The result was a confident yet reassuring rebrand reveal that honored Common App’s legacy while embracing its future. The new identity launched publicly on August 1, 2019—Common App Day—rolling out across digital platforms and member communications.

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