Campaign for the University of Denver
What we did
- Audience Research
- Brand Strategy
- Campaign Messaging
- Campaign Naming
- Campaign Source Deck
- Campaign Visual Identity
- Case for Support
- Discovery
- Video
- Website
Campaign Size
$1,000,000,000
What we do for DU
When we partnered with the University of Denver, the collaboration began with a visionary fundraising campaign: The Denver Difference: What DU Can Do. This identity celebrated DU’s can-do spirit and commitment to doing higher education differently. What started as a bold initiative to propel DU’s $1B campaign soon evolved into a unifying theme, resonating across the campus community and extending outward to inspire a global audience.
The campaign marks a turning point for DU, reflecting its innovative Four-Dimensional Experience (4D) framework. This holistic approach redefines how universities prepare students for life through intellectual growth, well-being, character development, and the pursuit of careers and lives of purpose. Our task was to create a campaign that communicated this transformative vision, aligned seamlessly with DU’s brand, and honored its “wildly authentic” Rocky Mountain roots — all while rallying stakeholders and donors to become difference-makers.
Leading with a visionary fundraising campaign
The fundraising campaign is pivotal for DU, providing a platform to highlight its innovative approach to higher education. At its core was The Denver Difference: What DU Can Do, a theme that showcased the university’s bold vision and commitment to preparing students for life through its transformative Four-Dimensional Experience (4D) framework. This campaign became a catalyst for redefining DU’s impact on students, the community, and society at large.
Our task was to create an identity that communicated the urgency of this pivot, aligned seamlessly with DU’s brand and honored its “wildly authentic” Rocky Mountain roots. The result was a compelling campaign that inspired donors and stakeholders to see themselves as essential contributors to this transformative vision.
Aligning the community with a powerful theme
The Denver Difference campaign identity was designed to resonate across all areas of DU’s outreach, creating a unifying message that connected with diverse audiences. For prospective students, the What You Can Do at DU enrollment campaign emphasized the transformative experiences and opportunities awaiting them, reinforcing DU’s innovative approach to education.
Beyond enrollment, the campaign expanded into broader themes that inspired pride and unity within the community. Expansions like We’re Different, We’re Extraordinary, and We Are One captured the essence of DU’s spirit, aligning the community around a shared vision and strengthening the university’s identity from campus to around the globe.
A unifying rally cry
What began as a fundraising campaign became much more: a transformative rallying cry that encapsulated DU’s values and aspirations. The Denver Difference propelled a $1B campaign and united the DU community under a shared vision of impact and innovation. From prospective students to alumni and global partners, the campaign’s legacy continues to reflect DU’s commitment to higher education done differently.
