Although there was a lot of shared pride for its success in engineering and the sciences, Purdue’s brand was not connecting with those students they wanted to attract the most: minorities, women in STEM, and high-ability students.
Using Purdue’s story as a rally cry, we created a campaign that speaks to the character of the university and impact of the work, uniting students and faculty of all disciplines.
After landing on a campaign theme, we brought it to life visually and verbally with a positioning statement, which got us all on the same page.
We translated the positioning into a manifesto that was outward-facing and was embraced by the Purdue community (and hung it on large banners all over campus). Everyone was a maker in their own right, with a drive and passion to create and make a difference.
We made the moon. Seriously. Purdue is proud of its aerospace legacy, with 22 astronauts as alumni. We told this story in a big way, installing a hard-to-overlook moon on campus, just in time for homecoming weekend.
This is the first in a series of PSAs that we concepted and produced for this campaign. Each spot highlighted a different maker and point-of-pride for Purdue. The best part? Suiting up and experiencing a world-class nanotechnology lab, firsthand.
During the homecoming game, the crowd was encouraged to text the word "maker" to a short code, and were then prompted to define what type of maker they were. Their responses earned them their choice of a free t-shirt.
A viewbook in the format of a floppy, oversized brochure was the first admissions piece that we created within the new brand. A bold graphic approach with lots of interesting content made this piece a fun and memorable read.
This work was completed while at Ologie, where I served as Creative Director and Designer on the project.
Co-Creative Director and Writer: Matt Yuskewich
Designer: Keith McDaniel
Video: Mark Love