Ex’pression College
Turning a niche media school into a nationally recognized brand through press, music, and cultural relevance.
The Challenge
Ex’pression College was a digital arts school with world-class talent, but limited public recognition. They needed visibility, legitimacy, and media attention that matched the caliber of their students and alumni.
Our Strategy
Ex’pression College wasn’t just a school – it was the first of its kind in California, and kf!g treated it like a brand launch. For six years, we crafted campaigns that built student enrollment, elevated industry partnerships, and established national recognition across three verticals: Sound Arts, Animation & Visual Effects, and Motion Graphic Design.
Secured National Press
We earned national press and built industry buzz through strategic placements and performance-driven campaigns. From coverage of student concerts with iHeartMedia to interviews featuring Jon Bon Jovi, Train, Kid Rock, and more, we turned student events into headline moments.
Framed Ex’pression College
We positioned Ex’pression as a hub for elite creative talent—bringing in guest lecturers from Pixar, Lucasfilm, and ILM, and securing student placement at top-tier studios. This not only built credibility but also fueled demand across departments.
Promoted High-Profile Performances
Developed student-led concerts and large-scale activations, like a partnership with the Oakland Raiders, where cheerleaders were filmed using motion graphics and featured at home games. These creative programs drove media attention and enrollment.
Reinforced Credibility
By becoming a part of the Graphic Design Advisory Board, kf!g helped shape academic programming from the inside. We introduced a lecture series with CEOs from leading design firms, establishing Ex’pression as a serious industry pipeline, not just another arts school.
The Results
Ex’pression College became a media darling and earned national attention, transforming from a niche program into a recognized hub for creative excellence and innovation.
Testimonial
“kf!g delivered high-profile media exposure for Ex’pression College – TV, radio, press, the works. From concerts to cultural events, they made our story matter and got us everywhere.”
– Peter Laanen, CEO, Ex’pression College