Michigan State University is known for exceptional programs, world-changing research, illustrious alumni, and an enormous campus and student body.
Quietly connecting all of these elements in the background? The arts.
The university was embarking upon an arts initiative to embrace, celebrate, and encourage the power of art in all its forms.
Our task was more than creating a brand. It was to form a community and create a movement.
Through our inclusive process, we engaged with students, faculty, staff, alumni, community members, and beyond.
Working with their team, we used the research to define a platform and express possibilities.
We crafted multiple directions.
Focus group tested.
And finally, unleashed a new unifying, joyful experience.
All over campus.
We built a new central hub.
And we helped empower all to take the movement forward.
It’s more than a brand. It’s a catalyst for a culture transformation.
And it’s just getting started.