A Collaborative Journey with Our Lady of the Lake University

At Key Ideas, we believe in the power of storytelling to transform brands and connect with audiences on a profound level. Our recent collaboration with Our Lady of the Lake University (OLLU) exemplifies this belief, culminating in the impactful campaign “The Reflection of You.”

About Our Lady of the Lake University

Founded in 1895 by the Sisters of the Congregation of Divine Providence, OLLU is a private Catholic university in San Antonio, Texas. With a rich legacy spanning over a century, the university has been a beacon of education, service, and community engagement, designated as one of the country’s first Hispanic-serving institutions (HSIs). OLLU has a history of fostering inclusivity and accessibility for its diverse student body. The serene waters of Elmendorf Lake beside OLLU’s picturesque campus reflect the skyline and embody the aspirations and cultural richness of the communities it serves.

A new vision

Under the leadership of President Dr. Abel A. Chávez, OLLU embarked on a transformative journey to rebrand and redefine its identity in today’s educational landscape. Recognizing the need for a fresh perspective, Dr. Chávez enlisted the expertise of Lionel Sosa, a renowned figure in multicultural marketing and advertising.

Lionel Sosa, a nationally recognized portrait artist and founder of Sosa, Bromley, Aguilar & Associates—the largest Hispanic advertising agency in the U.S.—is deeply connected to the heart of San Antonio. As a renowned local artist with exhibits showcased throughout the city, Sosa’s work captures the essence of the community he knows so intimately. His profound understanding of cultural nuances and consumer behavior has made him a trusted advisor to global brands and political figures alike. Named “One of the 25 Most Influential Hispanics in America” by Time Magazine, Sosa’s legacy lies in amplifying voices and stories that resonate deeply with the Hispanic community and beyond, all while remaining rooted in the vibrant culture of his hometown.

The Collaborative Process

Lionel approached Key Ideas to bring this ambitious vision to life through compelling visuals and narratives. We embraced the opportunity to delve deep into OLLU’s community. Our team conducted extensive focus groups with current students and prospective students from local high schools, which were instrumental in uncovering authentic insights into the hopes, dreams, and challenges faced by young individuals in today’s world.

Inspired by the reflections on Elmendorf Lake and the personal journeys shared during our focus groups, we conceptualized “The Reflection of You” campaign. This concept encapsulates the idea that OLLU is not just an institution of learning but a mirror that reflects each student’s potential and future success. The campaign celebrates OLLU’s dedication to fostering growth and empowerment, especially within the Hispanic community.

Bringing the Vision to Life

Our collaborative efforts resulted in the creation of:

• Four Commercials: Each tells a unique story reflecting different facets of the OLLU student experience.
• Digital Ads: These ads leverage digital marketing trends to engage audiences across various platforms.
• Marketing Materials for Graphic Ads: These visually compelling assets for print and outdoor advertising ensure that the campaign’s message reaches audiences wherever they are.

One of the most poignant scenes we captured involves a student crouching by the lake, gazing into the water to see their reflection adorned with a graduation cap. This powerful imagery symbolizes the transformative journey OLLU offers its students.