Mars Hill University logo.

MARS HILL UNIVERSITY

MARS HILL UNIVERSITY

CASE STUDY

From College to University: Establishing a New Identity

Mars Hill University is a private, Christian, liberal arts university in Mars Hill, North Carolina with a student population of approximately 1,100.

Institution

Following its transition from college designation to university, Mars Hill University sought to establish a stronger and more clearly defined institutional identity. The university needed a brand that reflected its evolution while honoring its history, mission, and values. The objective was to create a cohesive brand platform that would clearly communicate Mars Hill’s unique story, strengthen market recognition, and provide a foundation for consistent messaging across all recruitment and marketing efforts.

objective

The Parish Group partnered with Mars Hill University to develop a comprehensive brand strategy rooted in research and institutional discovery.

TPG’s Approach

Through stakeholder engagement, market analysis, and brand exploration, our team worked to uncover the university’s defining characteristics, core values, and differentiators.

These insights informed the development of a new brand identity designed to support the institution’s transition and future growth.

Our work included:

  • An official university logo
  • A distinctive tagline
  • A refreshed visual identity aligning mission and aspirations
  • A comprehensive graphic style manual

The graphic style manual established standards for logo usage, typography, color palettes, messaging, and visual applications, providing Mars Hill with the tools necessary to maintain a unified brand experience across print communications, digital experiences, and out-of-home advertisements.

Outcomes

The result was a cohesive and recognizable university brand that reflected Mars Hill University’s new identity while preserving its longstanding heritage and values. By grounding the project in research and strategic planning, the university gained a stronger market position and clearer voice.

The new logo, tagline, and visual identity created a consistent framework for institutional communications, strengthening brand recognition among prospective students, families, alumni, and other stakeholders. With a comprehensive style guide in place, The Parish Group delivered Mars Hill as a scalable brand foundation to support enrollment marketing, campus communications, and growth initiatives with confidence and consistency.

Official University Logo

The Marshbanks Hall cupola serves as the most recognizable symbol of Mars Hill University, representing knowledge, faith, tradition, and the enduring spirit of the institution.

Tagline

Reflects Mars Hill University’s commitment to transforming lives through education, character development, and opportunities that empower students to make a meaningful impact.

Stationery

A unified stationery system (business cards, letterhead, envelopes, and related materials) helps maintain a consistent and professional University image across all communications. 

Graphic Standards Manual

This manual provides the guidelines and standards needed to ensure consistent communications that strengthen and protect the Mars Hill University brand across all audiences and platforms.

“The Parish Group team is very much appreciated for all the work that they have done. The Parish Group’s rebranding efforts are going to help us get to the next level. I appreciate each team member and their positive attitudes. We realize The Parish Group genuinely wants what’s best for the university.”

—Dr. Joy Kish, Special Assistant to the President for Strategic Initiatives

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