UM STAMPS Development Campaign

Challenge / Objective

The Penny W. Stamps School of Art & Design at the University of Michigan was preparing to launch a major development campaign as part of the university’s broader Look to Michigan effort. The challenge was multifaceted: Stamps needed to differentiate itself within a massive institutional campaign, shift perception from a traditional art school to the creative core of a world-class university, and engage audiences ranging from major donors and alumni to current students and the broader university community.

Solution

A comprehensive campaign platform rooted in storytelling and a bold repositioning of what an art and design education means. We developed audience-specific messaging informed by deep personas across seven distinct segments, expanding the meaning of art and design into innovation, generosity, creativity, and beyond. A dedicated microsite, social campaigns, email, and print pieces brought alumni impact stories to life, connecting individual success to the school’s broader mission. The creative work matched the ambition.

Result

A campaign that doesn’t just ask for donations; it reintroduces Stamps to its own community and reframes the school’s role within the university. The platform positions Stamps as a catalyst for interdisciplinary innovation, giving every audience a reason to engage, reconnect, and invest in an extraordinary future.