Opportunity
In a crowded business school market filled with parity messaging and transactional claims, the University of Colorado Denver Business School wanted to understand what made them truly distinctive. They believed their diverse community—students, faculty, alumni, and partners—was their greatest strength, but they needed help turning that philosophy into a clear, resonant brand identity. Yes& Lipman was brought in to translate these beliefs into a foundational brand platform and launch campaign that would boost awareness and meaningful connection.
Insight:
Identity is more than a tagline—it’s the lived experience of a community. Through listening sessions with leadership, faculty, students, alumni, and prospective students, it became clear that the story wasn’t about the Business School as an institution—it was about the people who make it vibrant.
Solution
We developed a comprehensive brand platform built around the idea that business—and leadership—are powered by the diverse experiences and aspirations of every individual. The brand promise, Denver Built. Global Ready., speaks to the school’s deep local roots and global ambition.
From that platform came the “YOU,” campaign—a visual and narrative system centered on inspirational stories that reflect the community’s energy, perspective, and real-world impact. We crafted the look and feel and created tools that help faculty, students, and staff tell the school’s story authentically and consistently. The work rolled out across a redesigned website, email campaigns, and social content, giving CU Denver Business School a bold new way to connect with audiences on multiple fronts. CU Denver’s brand now reflects the promise of every individual who calls it home.
