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
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
