News + Culture

Great Lakes Selects LSB for Branding Work

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Great Lakes Higher Education Corporation & Affiliates has selected Madison, Wisconsin advertising agency, Lindsay, Stone & Briggs, to create a new brand identity and positioning, as well as brand launch communications and web design and development. The rebranding is the result of Nelnet acquiring the loan servicing affiliate of Great Lakes in February 2018.

“LSB demonstrated they have the expertise to define our brand and launch our new identity,” said Jason Rasmusen, director of communications at Great Lakes. “We’re confident these fundamentals will help us understand ourselves and the communities we work with.”

Since 1967, Great Lakes has been dedicated to making post-secondary education a reality by promoting college access and completion, in addition to aiding with the successful repayment of student loans. Their products and services assist with handling and understanding academic finances and include debt burden estimate tools and financial literacy education.

As the organization shifts, Great Lakes will focus on guaranteeing federal student loans, providing products and services designed to promote student success and operating one of the largest education philanthropies in the U.S. Great Lakes will continue supporting student borrowers by developing innovative solutions for colleges and universities and making grants to fund research and support organizations that help students succeed in higher education.

“As the organization enters a new chapter, it’s critical for us to have a firm grasp on our identity and purpose,” said Richard George, Chairman, president and CEO of Great Lakes. “LSB’s work and efforts will allow us to better accomplish our goal of removing barriers between students and success.”

“The opportunity to do what we do best for Great Lakes is especially rewarding because each of us at LSB believes in their mission,” said Lindsay Ferris, SVP and chief marketing strategist at Lindsay, Stone & Briggs. “We’re honored to be selected to help craft and launch their new brand.”


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