For The Greater

Partnering with UF Foundation to create an identity that celebrates the historic future of Go Greater

What we did
  • Design
  • Discovery
  • Naming
  • Verbal Identity
  • Visual Identity

Looking back to drive us further.

How might we create a campaign to commemorate the ending of UF Go Greater? To celebrate the historic future we’ve made while also teeing up what’s next. This was our chance to help UF reflect on what they’ve achieved. Go Greater got UF to earn their place in the Top 5, and this campaign is their momentum – the rocket fuel that will drive them to dream bigger and rise higher.

We needed to find a campaign name that bridged the gap between Go Greater and this triumphant end to a truly epic campaign. The Parisleaf team was up to the challenge of this ambitious goal, concluding that “greatness” was so engrained in UF’s anatomy that it needed to stay. Like a strike of lightning, it hit us: For The Greater.

In our verbal and visual identity phases, we found For The Greater was a chance to step back and reflect on what UF has achieved together and who it’s all for. The mark was crucial in visualizing the identity of this brand for UF. Once our team reflected on this brand’s true foundations, we settled on an encompassing square shape paired with the bold UF logo to signify unity, innovation, and, most importantly, greatness. A window into the past, a reflection of the present, and a looking glass into the future.

Throughout our designs, the backslash, or dividing line, signified the equal importance between the past and the future. Finally, we strategically utilized muted tone gator colors to recognize memories in the history of the University of Florida. These frozen in time moments remind us of the foundation in which UF stands to create a better future.

After eight years of telling the Go Greater story, it’s now time to celebrate with For The Greater, and we look forward to seeing it come to life.