Brigham Young University enjoys outstanding rankings and has the largest undergraduate enrollment of any private university in the nation. But communications were siloed and fragmented, and misperceptions persisted among employers and other key audiences. We partnered with the University on a research initiative to inform and inspire BYU’s first university-wide brand and identity system.
The research guided our development of an emphatic, audience-centric brand story that energized the university community at every level, forged a new sense of collaboration among communicators, and became the foundation for a national awareness campaign. A large number of visitors to the campaign microsite have spent twice the normal time on the site, with the majority of visits coming from states with historically low awareness of BYU.
We believe a world yearning for hope and joy needs the graduates of Brigham Young University (BYU). As disciples of Jesus Christ, BYU graduates are motivated by love for God and His children. BYU graduates are directed by living prophets prepared to serve, lift, and lead. This preparation demands a unique university model: at BYU, belief enhances inquiry, study amplifies faith, and revelation leads to deeper understanding.
At BYU, helping students to develop their full divine potential is central to both our teaching and our scholarship. As the flagship higher education institution of The Church of Jesus Christ of Latter-day Saints, BYU strives to emit a unique light for the benefit of the world — a light that will enable BYU to be counted among the exceptional universities in the world and an essential example for the world.
“Thank you for developing an inspiring brand message for us that is resonating strongly across campus and for helping us to develop a fantastic marketing campaign (that is now out in the wild). Thank you for sharing your expertise, your talents, and all of your excellent work with us.”
Jeff McClellan
Director, Brand & Creative, Brigham Young University
