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People with student loan debt are in distress. By treating Southwood like an actual place, we could create an indelible place of mind that stands for welcoming and care. The brand positioning led to a new logo and brand identity that signals “it’s a new day.” The new website was designed to be a welcoming destination that exists far outside the barbed wire fences of debt collectors. We transformed Southwood into a good place where good people make good futures take real shape. From a welcome kit to social and display ads, the goal was to show empathy, extend a friendly hand, and guide people to Southwood.