Built to Connect
Meet Sammy the Owl, Rice University's iconic mascot in brick form. With 150 pieces of creativity and school pride, this kit invites future Owls to start building their journey, one block at a time.
Client
Rice University
Year
2024
INSPIRATION
Rice University approached Whitestone in search of a creative partner to help reimagine their annual “Counselor Mailer”—a piece sent each fall by the Office of Undergraduate Enrollment to over 5,500 high school counselors and Community Based Organizations (CBOs) across the country. Their goal was to develop a memorable, innovative mailer that would stand out, communicate key admissions updates, and reinforce Rice’s commitment to collaboration in the college admissions process.
During the spring of 2024, a team of Rice students, led by mechanical engineering student Andrew Linhart, built a LEGO scale model of the Rice campus—a project that quickly became a symbol of community, creativity, and hands-on learning. Captured in a video by the university’s MarCom team, the project highlighted the collaborative spirit Rice hopes to inspire in its students and partners alike.
THE PLAN
Inspired by that same spirit, the Whitestone team collaborated with Rice to translate the LEGO campus concept into a tangible, desk-friendly promotional item: a brick Owl kit featuring Rice’s mascot, Sammy the Owl. This clever, engaging mailer served as both a nod to the student-led project and a lasting reminder of Rice University’s creativity, innovation, and community-focused culture.
Whitestone arranged the shipping by mail of 5,500 kits to Rice University’s high school counselor list. Included in the kit was a postcard with a photo of the Rice campus on one side and copy on the other. In the postcard copy, they encouraged high school counselors to ask their students to join them and work together to build the Rice owl. These kits leveraged the spirit behind this student-led project to showcase the sense of community that Rice values and fosters.
A closer look at Rice's custom kit, serving as a tangible reminder of the university’s commitment to creativity, collaboration, and community support.
From design to kitting, the components of these mailers were used to create a lasting impression. All the components of this project worked together to tie in the elements of the mailing into a cohesive theme showcasing Rice University and their spirit of collaboration and community-building.
PRODUCT
OWL BRICK BUILDING KIT: Developed in Rice colors with a QR code sticker linking to a “What If” admissions video.
BRICK BUILDING PACKAGING: A custom Rice-branded box inspired by classic LEGO sets.
POSTCARD: Dual-sided with a campus photo and a call to build together; inviting shared participation between counselors and students.
MAILER PACKAGING: Fully custom shipping boxes aligned with the branding and spirit of the campaign.
Inside each Rice University admissions box is more than just bricks; it's a message about teamwork, tradition, and the joy of building something meaningful together.
Rice University’s letter and Sammy the Owl kit invite counselors to build the future together.
RESULTS
This campaign was a standout of brand storytelling done right, combining innovation, interactive storytelling, and emotional resonance. The custom kit and its surrounding experience sparked joy and real conversations between counselors and students. The campaign generated overwhelmingly positive feedback across email and social media. Rice’s admissions office was flooded with excited messages, and the project gained viral traction in the Facebook College Counselor Group—receiving over 500+ likes and 60+ positive comments. Counselors reported that the kits helped students relax and engage, creating memorable experiences that tied back to the university.
The project won Gold in the Direct Mail Category from Educational Advertising Awards, and a Certificate of Excellence from the AAF Houston Awards, further validating its creativity and strategic impact in the promotional and educational space.