The topic of college admissions evokes a lot of strong feelings. When our client the College Board announced plans in the Wall Street Journal last May for a new product aimed at solving a growing problem in admissions, it ignited a media firestorm. The College Board officially launched this new product this week. We developed the name, messaging and a film that helps people better understand what it’s really designed to do—to give admissions officers a more complete view of all students. Check out the announcement on CBS This Morning and the the explainer film we created below.