Duquesne University, the only Spiritan Catholic university in the United States, had an impressive and growing roster of professional-oriented programs and a research enterprise that punched far above its weight. It was a respected and sought-after partner for health, education, and economic development in surrounding neighborhoods. But it lived in a crowded marketplace, and awareness wasn’t where it should have been, especially given that Duquesne had been a Pittsburgh mainstay since 1878.
Extensive research with more than 4,300 people—prospects, high school counselors, alumni, and Pittsburgh-area residents—led us to the big idea, “It’s Time for Bigger Goals.” Duquesne now positions itself as an ambitious institution empowering every stakeholder to think more expansively. They’re launching a medical school and an engineering program, managing a transformational gift to the law school, privately raising over $300M, and experiencing three straight years of enrollment growth. Now, that’s a big idea that inspires.
- Brand research
- Positioning statement
- Creative concept
- Brand guide