For the benefit of the world

Brigham Young University
Branding, messaging, ad campaign

For the benefit of the world: young doc w stethescope and child

The Challenge

Brigham Young University enjoys outstanding rankings and has the largest undergraduate enrollment of any private university in the nation. But communications were siloed and fragmented, and misperceptions persisted among employers and other key audiences. We partnered with the University on a research initiative to inform and inspire BYU’s first university-wide brand and identity system.

The Impact

The research guided our ­development of an emphatic, ­audience-centric brand story that energized the university community at every level, forged a new sense of collaboration among communicators, and became the foundation for a national awareness campaign. A large number of visitors to the campaign microsite have spent twice the normal time on the site, with the majority of visits coming from states with historically low awareness of BYU.

Project components

  • Qual/quant research
  • Concept testing
  • Brand platform
  • Messaging—audience translations, academic units
  • Brand guide
  • Brand workshops—university-wide, college-specific
  • National ad campaign—print, digital banners, storyboards, out-of-home
Airport backlit media

Thank you for developing an inspiring brand message for us that is resonating strongly across campus and for helping us to develop a fantastic marketing campaign (that is now out in the wild). Thank you for sharing your expertise, your talents, and all of your excellent work with us.

Jeff McClellan
Director, Brand & Creative, Brigham Young University

banner ad on phone
backlit airport sign

Samoa video in airport

Wildfire video in school store

BYU full page ad in magazine - girl w female doc
BYU full page ad in magazine - male doc with boy

Message Translations

At the BYU McKay School of Education, our inspiration is Jesus Christ, the Master Teacher. We educate for eternity, knowing that every person is a child of God with a divine nature and destiny.

Learning, for us, is life-giving—it’s why McKay School students commit to serving in challenging and noble professions, and why McKay School faculty dedicate themselves to being leading scholars, outstanding teachers, and role models of living the gospel.

As faculty, staff, and administrators, we devote our minds and spirits to our work, so we can nurture the full potential in others—for the benefit of the world.

Identity System Architecture

BYU primary logo
BYU David O. McKay School of Education logo
Sub-brand: formal logo
BYU McKay School logo
Sub-brand: informal logo
BYU Instructional Psychology and Technology, McKay School logo
Sub-brand: secondary logo

Unit logos–Sub-brands
Unit logos–Integrated Sub-brands
Unit logos–Endorsed brands
Unit logos–Endorsed Integrated brands

BYU McKay School tote bag
BYU McKay School cap