Through our discovery and research process, we identified YCCC’s most compelling value propositions and evaluated competitive dynamics and stakeholder perceptions across the region. Using surveys, interviews, and focus groups, we developed a unifying brand narrative that led to the rebranding campaign, “Find the Fearless You.”The campaign addressed the realities of the student journey during Covid-19, encouraging prospective students to move beyond perceived limitations and pursue higher education with confidence. It also served as an internal rallying message, repositioning YCCC as a bold, effective institution rather than a secondary presence among Maine schools. Supported by Pink Studio-Central’s higher education expertise, the initiative extended beyond messaging to include admissions support, digital media execution, visual design, and creative development — bringing both the campaign and a new school mascot to life.