A business school brand that looks like YOU

CU Denver Business School
Branding, creative concepts


The Challenge

In a growing market full of parity promises and transactional messaging, the University of Colorado Denver Business School wanted to explore what makes them special in this crowded field. They believe in leveraging the power of individual experiences through diversity of thinking and practice, preparing students for success locally and globally. But they needed help transforming their philosophy into a focused brand identity. Yes& Lipman Hearne was tasked with translating their beliefs into a foundational architecture and creating a launch campaign to boost awareness.

The Impact

After listening to CU Denver Business School leadership, faculty, students, alumni, and prospective students, it was obvious the core message had to communicate the contribution
local individuals bring to the larger table—Denver Built. Global Ready. We developed a comprehensive brand guide providing tangible tools when talking about and showing the power of people. This led to the “YOU,” campaign—a distinctive visual signature opening windows into inspirational stories of others. From new website design to an email campaign to social media videos, the campaign is a bold expression of the CU Denver Business School community and its aspirations.

Project components

  • Brand platform
  • – Personality
  • – Voice
  • – Pillars
  • – Essence
  • – Elevator pitch
  • Brand health scorecard
  • Creative concept/campaign
  • Style guide

Brand Pillars

We open doors
We teach
We connect

Brand personality

Energetic convenor

Brand voice


Brand promise

Denver built. Global ready.

Brand essence

Inclusive business is good business.

Ad-like graphic
Brand guide–Our Brand Promise
Brand guide–Colors
Brand guide–Typography
Brand guide: Annual report layout
web hero–laptop
Annual report cover
Annual report spread
banner ad on phone
sell sheets