Studio Blue | Work | Northwestern University

Northwestern University

Northwestern University Northwestern 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.

Northwestern University capital campaign
An assessment of the current brand, paired with our findings, identified an unwarranted modesty in the current Northwestern identity and voice. Simply put, Northwestern needed to claim more than the color purple. This 5+-year campaign is an opportunity to begin a shift towards a stronger positioning and identity. Northwestern University is a leader in research, arts, business, and athletics with a growing global presence. We positioned Northwestern’s powerful story through examples of interdisciplinary collaboration — an attribute that is authentically Northwestern.

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Northwestern University

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Northwestern University capital campaign
We embraced the University logo and enlarged the seal to serve, with purple, as the defining brand components. This was done to appeal to the varying ages of alumni -- some sentimental to the seal and others looking for a bolder representation of the University.

Northwestern University

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Northwestern University

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Northwestern University capital campaign
The University case statement opens with a manifesto and then represents each pillar of the campaign through stories of benefactors and beneficiaries. Each section confirms that the entire Northwestern community will realize the campaign’s goals: We Will. Meet the Next Challenge.

Northwestern University

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Northwestern University capital campaign
Opening spread answering the challenge.

Northwestern University

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Northwestern University capital campaign
Opening spread answering the challenge.

Northwestern University

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Northwestern University capital campaign
Opening spread answering the challenge.

Northwestern University

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Northwestern University capital campaign

Northwestern University

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Northwestern University capital campaign
As with many large institutions, Northwestern University has decentralized marketing and development offices for each school and unit. Important to the campaign effort is to provide internal communicators with the tools required to implement the campaign themes on their own. Brand guidelines that included visual and verbal tools were provided.

Northwestern University

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Northwestern University capital campaign
Positioning statement

Northwestern University

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Northwestern University capital campaign
Brand promise

Northwestern University

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Northwestern University capital campaign
Logo lock-ups for each school and unit

Northwestern University

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Northwestern University capital campaign
Photography was essential to conveying the themes of community and top-level education and research. Northwestern is a serious and vibrant group of researchers and students. It was essential that images convey interaction.

Northwestern University

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Northwestern University capital campaign
Templates were provided to in-house designers for a range of tools. Shown here is the cover for a smaller brochure or case statement.

Northwestern University

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Northwestern University capital campaign
Templates were provided to in-house designers for a range of tools. Shown here is a two-sided brochure.

Northwestern University

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Northwestern University capital campaign
Templates were provided to in-house designers for a range of tools. Shown here is the cover for a smaller brochure or case statement.
Included in the stationery package are folders for proposals and brochures.