WCET Builds the Case for Its Combined Value
WCET asked Ricochet to redesign its brand architecture so both of its member groups can see why a combined membership is worth keeping.
What was holding WCET back?
WCET, the technology-focused membership program of the Western Interstate Commission for Higher Education, serves more than 400 member organizations. Its members fall into two distinct groups of higher education professionals whose needs don't always overlap. As college and university budgets tighten, every membership faces closer review. WCET needed a clear way to show both audiences why the combined membership is worth keeping, and its brand was not making that case on its own.
What did Ricochet build?
Ricochet is leading a full brand architecture redesign that reaches into member benefits and product consolidation. The work draws on WCET's current messaging, collateral, member journey and competitive landscape. Ricochet is reviewing WCET's brand standards against its January 2026 visual refresh to set new visual design standards. The team is also documenting the member benefits available at each membership tier. Every piece is planned with future AI-assisted marketing collateral in mind.
What changed for WCET's members?
The work is still in progress, so results are not in yet. The goal is a clear, tested way for WCET to explain the value of belonging to both sides of its membership. When the redesign is complete, members in each group should be able to see which benefits come with their tier and why the combined membership serves them. That message will rest on research rather than assumption.
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