Brand strategy & identity

University of Washington

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The Challenge

A unifying vision.

The University of Washington (UW) is a renowned institution—and an incredibly complex one. The University had no lack of great stories to tell, but without focus, those stories weren’t laddering up to the bigger mission. We needed to push beyond demographics to identify the shared mindset of their audiences.

The Solution

Be boundless.

Working in close partnership with the University, we developed a shared strategy for the entire UW brand, identifying commonalities among audiences’ mindsets, schools and programs, boldly expressing the values, beliefs and positive impact of the institution, and building to an anthemic rally cry: Be Boundless.

To reach UW’s audiences and shift their perceptions, we created and launched a bold, new brand campaign. Living in TV, print, outdoor, radio, digital videos, social and nontraditional executions, it captured the optimistic mindset of the passionate students UW seeks to attract. The result was the largest admission to the freshman class in UW history, with a 30% increase in new admissions of students from the target market.

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What Matters

Going deeper.

What began as a marketing campaign grew into a singular strategy and expression for the entire UW brand. We engaged in true dialogue with myriad constituencies, identified common themes, built consensus through stakeholder relationships, and crafted a system of tenets that express the beliefs of the institution.

Our work with the UW continues to extend far beyond marketing, from an evolved visual identity that recasts the iconic W, to shifted behaviors and structures for Admissions, Student Life and Athletics. As our collaboration grows and shifts to support their needs, we’re proud to help the University strive toward a Boundless future.

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