Sharing the George Fox University Brand Story Through Photography
They say a picture is worth a thousand words. But sometimes, it’s so much more. A spark of curiosity. A feeling of hope, anticipation, excitement. The joy of discovering a community where you belong.
It was with this belief in the power of photography to inspire that George Fox University decided to invest even more heavily in its visual brand – a response to the hyper competitive higher education landscape.
The “demographic cliff” – a result of lower birth rates during the Great Recession of 2008 – combined with families struggling to keep up with inflation and questioning the value of a college education, had created a perfect storm. Simply put: There were fewer college-age students to go around. As a result, many long-established institutions began to struggle financially, while others had to shut their doors for good.
Rather than hunker down and brace for the storm, the George Fox Office of Marketing Communications team went all in, spending millions to deliver highly visual brand assets in an attempt to rise above the fray.
Dozens of billboards and admissions brochures, hundreds of digital and print ads, thousands of web pages, email sequences, social media posts, and more all served to create a cohesive brand story, focused on joy, hope for the future, and a transformational campus experience where each student is known as an individual.
While it took a marketing staff of more than 20 to create and distribute the content, it was up to one person, photographer Chris Low, to deliver literally thousands of images that clearly communicated this unique brand story and inspire students to choose George Fox.
Did he succeed? Spoiler alert: Yes, he did. And the proof is undeniable. While many universities continue to struggle, George Fox has thrived, setting back-to-back enrollment records in 2025 and 2026 and maintaining its position as the largest private university in Oregon.
Below are just a few of the projects that led to this success.
More than 50 billboards currently canvas Oregon and Washington, creating brand awareness for in-person and online degree offerings, and delivering a unique brand message centered around joy.
Print ads targeting families in the Northwest included eye-catching images in the annual yearbooks of professional sports teams – including the Super Bowl champion Seattle Seahawks – positioning George Fox as “Oregon’s Premier Christian University.”
To fully saturate the market and attract more students from Washington, ads were even placed on ferries in the Seattle area.
Signage continues on campus, with hero shots greeting prospective student-athletes as they enter the university’s Wheeler Sports Center – and photos that communicate the university's faith commitment and vibrant campus experience in the student life office.
Once prospective students have expressed interest in George Fox, a suite of visually inspiring admissions brochures communicates the university’s brand story in greater detail, highlighting academic excellence, graduate success stories, campus life and more.
A consistent brand message of joy, hope and a transformational campus experience stays consistent throughout digital ads …
Email campaigns …
The university website …
And coverage of campus events and classroom activities on social media …
Spring undergraduate commencement ceremony
Students exploring photochemistry in the organic chemistry lab
Incoming students during move-in and Welcome Weekend festivities
Undergraduate student life around campus
And while event coverage on social media gives prospective students an authentic look at campus life, the images used in billboards, digital and print ads – and many admissions brochures – come from an intentional team effort the marketing department calls simply “Big Days.”
These all-hands-on-deck events are all-day photo shoots, with each scene meticulously planned and staged. Whether representing undergraduate programs, graduate degrees or even university athletics, these picture-perfect photo shoots result in some of the most compelling images that inspire students to choose George Fox University.
Undergraduate 'Big Day' photoshoot
Media day for athletics
'Big Day' photoshoot for Portland Seminary and Masters of Social Work
Physician Assistant and Physical Therapy photoshoot
See more photo content from George Fox University:
