University of Health Sciences and Pharmacy

Pursuing Extraordinary: A Fresh Look for a St. Louis Legacy

With roots dating back to 1864, the University of Health Sciences and Pharmacy (UHSP) in St. Louis has been leading the charge in health science education for over 150 years. But even legends need a little reinvention now and then! As UHSP transitioned from their historic identity as “STLCOP” to a broader, bolder name, they called on Dovetail to help them reintroduce themselves to the world. Our mission? Make sure UHSP’s identity didn’t just keep up with the times but set a new standard for health sciences education worldwide.

UHSP had a new name, but the challenge was clear: everyone needed to hear about it! The university needed a brand identity that reflected their forward-thinking approach and a website that would make prospective students stop right in their tracks (or their scrolling). We set out to bring UHSP’s story to life online and in the hearts of future healthcare leaders. No big deal, right?

So how did we do it?

Working collaboratively with the UHSP team, Dovetail did a deep dive into the thoughts of faculty, students, alumni, and supporters to uncover what makes UHSP truly special. The answer was clear — UHSP had an unyielding drive to Pursue Extraordinary. This became the very heartbeat of the brand platform and from video ads to digital banners, social media campaigns, and pre-roll videos, Dovetail built a multimedia campaign that couldn’t be ignored. Supported by traditional and digital radio ads, UHSP’s message was loud and clear, regardless of wherever potential students were tuning in.

When it came to redesigning UHSP.edu,
it wasn’t a simple cut-and-dry.

Dovetail rebuilt the site from the ground up, turning it into a sleek, enrollment-generating machine that was as user-friendly as it was eye-catching. The process was as thorough as it gets: research, discovery, UX/UI design, prototypes, content creation, development, and making sure the site met WCAG 2.1 AA standards for accessibility. Because, y’know, inclusivity is always in style.

With a brand message that rang true and a website built for student and family engagement, UHSP was given a voice that cut through the noise, connecting with students who were ready to make a difference.