Opportunity
Our successful reenergizing of the BYU Marriott Business School brand prompted an invitation to tackle something bigger: a research initiative to shape the University’s first-ever comprehensive brand and identity system. A stronger brand could unify the identity and messaging, challenge misconceptions, and open doors with decision-makers who could hire graduates and forge partnerships.
Insight:
We found that at BYU, belief enhances inquiry, study amplifies faith, and revelation leads to deeper understanding. This distinctive approach makes BYU exceptional—and essential as an example for the world.
Solution
We developed BYU’s first university-wide brand and identity system with the central message “For the Benefit of the World,” including comprehensive identity architecture, brand narrative, tailored message translations for different colleges, and a national awareness campaign.
