Case Study: Northwestern University strengthens its campaign brand with Studio Blue

Northwestern University launches a $3.75 billion campaign with Studio Blue

The customer, Northwestern University, faced the challenge of launching a multi-billion dollar capital campaign with an identity that was perceived as overly modest. They engaged the vendor, Studio Blue, to design a new campaign brand that would more powerfully represent the university's status as a leader in research, arts, business, and athletics to a diverse alumni base.

Studio Blue implemented a comprehensive solution that included a new positioning statement, brand attributes, and the design of a case statement. The solution leveraged the existing university seal and purple color to create a cohesive and bold brand identity, supported by detailed visual and verbal guidelines and templates for decentralized internal teams. This provided the university with the necessary tools to consistently communicate the campaign's "We Will" message across all schools and units.

Northwestern University