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.