Higher Education

Universities and athletics departments united behind one brand idea — measured in applications, attendance and advancement.

West Virginia University University of Louisville University of Pennsylvania

Higher education clients

Our experience with higher education

Why TeamUp

We understand college sport

Its history, tradition, culture, growth opportunities, pathways, consumption and challenges.

We understand this moment

The institutions and athletics departments we work with are navigating unprecedented change.

We understand identity

Athletics is a lifetime driver of identity — for students, alumni, donors and cities.

Case study — 01

West Virginia University

Brand strategyVisual identityExperience designMessagingCampaigns

Be bold. Go first.

The challenge

West Virginia University has long maintained a keen focus on its mission as a land-grant institution: access to higher education and critical research. With five campuses across the state, WVU conducts leading research in fields such as energy, rural health and health disparities, and forensic science, with renowned academic offerings in engineering, technology and medicine.

The solution

To develop the brand platform, we tapped into the true spirit of both the state of West Virginia and WVU — a willingness to take on a challenge no matter how great. That led us to ‘Go First’.

It captures the rugged determination of the school, its staff and its students, while also sharing the proof points that support the underlying ideas of discovery and innovation.

Impact

In the first year, freshman applications rose 30%, admitted students increased 24% and deposits rose 8%. In year two, WVU welcomed its largest freshman class of 5,200 students, saw 18% growth in honours students and a 30% increase in study abroad participants.

Go Until Boundaries Disappear campaign — Campaign messaging platform

Dream Big campaign application — Recruitment communications

WVU admissions collateral — Admissions and development collateral

Case study — 02

University of Louisville

Brand strategyVisual identityExperience designMessagingCampaign toolkit

It’s Happening Here.

The challenge

The University of Louisville partnered with us to develop a strategic branding and communication campaign to spearhead its long-term comprehensive plan and capital campaign, uniquely positioning the university as a premier, nationally recognised, metropolitan research institution.

The solution

Looking for a competitive edge, UofL moved beyond standard higher education branding and marketing methods, developing a dynamic, emotionally engaging programme that unites the university under one brand, deeply connects with all audiences and heightens the institution’s esteem and awareness.

Impact

“A common thread weaves throughout and across everything we do at UofL. Whether you are a donor, alum, business partner, student, legislator or faculty member, there is a confidence we feel that is driven by the idea that It’s Happening Here.” — John Drees, Vice President of Communications and Marketing

It’s Happening Here lockup — The brand platform lockup

Student campaign photography — Campaign photography

Community campaign application — Community and recruitment communications

“We’re not the same school we were before we launched this campaign. The work and the effect it had on our culture gave rise to the idea that it’s time to tell people about us… It’s Happening Here.”

Dr James R. Ramsey, President of the University of Louisville

Case study — 03

University of Pennsylvania

Brand strategyVisual identityExperience designMessagingDevelopment & admissions campaigns

Developing a brand for people prepared to exceed at life.

The challenge

When we entered into a partnership with the University of Pennsylvania in 2017, we started with one big question: what’s behind the ‘P’? We quickly came to learn that America’s first university — now an Ivy League institution and research powerhouse — has long been in the ambition business.

The solution

Philadelphia is a wellspring of ambition. But even more than the surrounding environment, we found that innate ambition lies at the heart of each and every Penn student. It’s ambition that drives them to achieve the unimaginable, and ultimately makes them who they are — and we wanted to share exactly how a student-athlete can Champion Your Life at Penn.

Together, we captured the stories of the incredible individuals who emulate ambition to the core. The stories — sometimes standalone, sometimes interwoven as part of a larger Champion Your Life narrative — have been mobilised in a 360 campaign including custom content, programmatic digital and social, live across campus and around Philadelphia.

Impact

Improved relations between campus and athletics, dramatically increased student support of athletics events, and significantly impacted development and recruiting.

Moving from transactional to emotional strategy — Moving from transactional to emotional

Champion Your Life admissions collateral — Admissions collateral

Brand identity and visual standards

Institutional wordmark

Students gathered at College Hall — Ambition, on campus

Together, the Red and Blue campaign — Together, the Red and Blue