CHALLENGE
Upper Iowa University (UIU) is a private, not-for-profit university located in Fayette, IA. UIU has multiple learning modalities — including a traditional day school campus, online degree options, adult education centers and international centers — which created a struggle with branding. Because of a lack of message consistency and a true identity, G/L was challenged to develop an integrated marketing approach, with the goal of achieving one brand and one set of messages.
SOLUTION
Through a comprehensive brand discovery session with UIU leadership and the development of a detailed brand architecture platform — G/L developed the “Education Built for Life” brand identity and a consistent messaging and creative approach that could be rolled out through all UIU learning modalities. To ensure continued consistency, G/L developed a thorough set of brand guidelines that would provide structure and guidance around their new brand identity.
RESULTS
After the April 2017 launch of the “Education Built for Life” campaign, the client said, “I want to take a minute on this busy day to thank all of you for remembering us on this brand launch day. It is great to finally unveil the logo, tagline, and brand to the world. I am thrilled with the new brand and very much appreciate the opportunity to have worked with each of you toward this day. Please share with your entire team my thanks for their efforts in making visions into reality.
– KARL EASTTORP Executive Director, Communications and Marketing — Upper Iowa University
