In embarking on the journey to establish a new urban campus, Roger Williams University sought the expertise of Leonardo Design and DK Communications to reshape its image. The goal was clear: transform from a suburban waterfront university in Bristol to an institution that exudes a vibrant and hip city vibe.

Recognizing the significance of this expansion as part of an educational revolution, RWU’s President envisioned a shift in perception. Through extensive interviews with students, opinion leaders, professors, and potential users of the urban campus, Leonardo Design conceptualized and implemented a sub-brand – “Roger’s Revolution.”

The urban design infused Roger Williams University with a touch of grit, accompanied by a compelling messaging strategy emphasizing the crucial need for accessible, affordable, and meaningful education. The launch event garnered support from City and State officials, generating excitement through a comprehensive digital program, including web and social media initiatives, hard hat tours, time-lapse construction videos, and media outreach. The campaign drew attention from prominent outlets such as the Associated Press, Washington Post, Boston Globe, as well as local and regional media, solidifying “Roger’s Revolution” as a transformative force in the realm of education.