GRE

The GRE faced an identity crisis as graduate programs shifted toward test-optional policies. What was once a requirement risked becoming an afterthought. At the same time, applications were becoming increasingly templated and AI-assisted, making it harder for students to stand out and harder for institutions to evaluate them.

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Together, we reframed taking the GRE as a deliberate choice—one that signals readiness, ambition, and a willingness to Step Forward.

The new brand platform, Step Forward, transformed the GRE from a requirement into an advantage, helping students open more doors while giving admissions teams greater confidence in their decisions.

To bring the platform to life, we created a comprehensive brand system, including a new positioning, visual and verbal guidelines, and a multi-channel campaign spanning film, photography, social, and testimonial storytelling.