The Power of Purpose
Rise to new heights, forge the paths that others will follow, and serve those who have served others. Tapping into the roots of our University and pride in our state, stories were told to encourage the future of Colorado State University for generations to come. We helped launch the largest fundraising campaign in the history of Colorado State University which aims to raise $1 billion for crucial campus projects like scholarships, endowed chairs, and new academic and athletic facilities.
Role: Concept, art direction, branding, and illustration
Produced with Lindsay Connors (Writer, Creative Services) and
Ashley Everett (Sr. Designer, University Advancement).
Directed by Elias Martinez.
©2017 Colorado State University
Discovering your archetype
We defined stories of builders, connectors, explorers, healers, nurturers, and creators to help humanize the purpose behind why someone might give back. In the University magazine mailed to many alumni and other stakeholders, we shared stories of these folks in our University community.
A visual system was built to help roll out the campaign campus-wide across various college marketing collateral.
A simple wordmark went a long way
During the year of the campaign, external-facing collateral weaved the narrative into various department communications. Even in some cases, we developed advertisements to help book-end a piece.
CSU’s Annual 1870 Dinner
We had kiosks created to help visitors take a Buzzfeed-style quiz. This helped determined your archetype and quickly connected you to different initiatives you might be passionate about donating. Visitors could then state their purpose by giving back.
Event graphics by Ashley Everett, University Advancement
Quiz Design and Development by Dawood Suleman
Social Launch Video
During the State Your Purpose event, stories were shared with key members and donors of the University community. Sharing the bright future for CSU. Eventually, these stories were shared with our University community via social channels.
Directed by Elias Martinez and written by Lindsay Connors
Video by Rikshaw Films