Northwestern University launched We Will: The Campaign for Northwestern a $3.75 billion campaign to fund the University’s strategic plan. Six months prior to launch, Studio Blue was engaged to design the campaign brand. We began with a rapid immersion phase to understand strategic needs, market receptivity towards giving and the degree of commitment alumni have to the University. The brand design and implementation included a positioning statement, brand attributes, case statement design and writing, and guidance of event, web and video teams.
An overarching goal for the design of this view book was to demonstrate the value of a liberal arts education to parents and students. At Weinberg, students learn to learn – with transferable knowledge of multiple disciplines and the wider world, they become nimble and analytical problem solvers.