Making Students Part of the Brand

GW wanted students to participate in its brand, not just see it.

The Revolutionaries identity gave GW a strong foundation for student and athletics campaigns. The challenge was creating an experience that could turn that identity into something personal, interactive and shareable.

Lucy built a dedicated AI experience for GW.

The platform allowed students to generate personalized content around GW's identity and campaign concepts.

Campaign experiences included:

• George Yourself
• Become a Revolutionary
• Generating yourself as part of a GW sports team
• Personalized images in GW athletic gear
• Interactive mascot and school-spirit campaigns

The platform was built as a secure, university-specific environment and supported multiple students generating content simultaneously.

Students became part of the campaign.

Instead of simply seeing GW's branding, students could create their own version of it.

Built for campaigns, not just one activation

The platform could be reused across different marketing concepts, allowing GW to create new experiences without rebuilding the technology from scratch.

Student Engagement

Personalized experiences that let students put themselves into the GW brand.

Athletics

Campaigns connected to GW's Revolutionaries teams and sports identity. GW currently has 20 varsity teams.

UGC

Students became the creators of personalized branded content.

Brand Participation

The university's identity became something students could interact with, personalize and share.

A secure AI platform built around GW

• Secure platform
• Multi-user generation
• AI image generation
• Campaign-specific experiences
• Branded content generation

From seeing the brand to becoming part of it.

The project gave George Washington University a new way to turn school identity into participatory marketing.

Students weren't just shown a Revolutionaries campaign.