WCET, the Western Interstate Commission for Higher Education’s technology-focused membership program, serves two distinct groups of higher education professionals whose needs don’t always overlap. As college and university budgets tighten, WCET needed to clearly show both audiences why the combined membership is worth keeping.
Ricochet is leading a full brand architecture redesign, including benefits changes, product consolidation, visual design standards, and much more. Our work is informed by WCET’s current messaging, collateral, member journey, and competitive landscape, reviewing WCET’s brand standards against its January 2026 visual refresh, and documenting member benefits available by membership tier. All work is developed with a plan for AI-assisted marketing collateral in the future.
The goal is a clear, tested way for WCET to explain the value of belonging to both sides of its membership, backed by research rather than assumption.
