TU RISE Campaign
Towson University, 2021
Towson University was preparing to launch its largest-ever capital campaign in support of the university’s ambitious vision for its future. TU had grown to a nationally recognized leader in advancing student social mobility and an anchor institution for its region. Ashton Design was charged with developing a campaign brand that reflects TU’s unique character, activates pride within every corner of the university’s diverse community, inspires a desire to invest in TU’s future, and raises the bar by supporting a new culture of philanthropy at the university.
Strategy / Identity / Print / Web
Stakeholder Engagement and Interviews
Gift Opportunities Research by Program
Competitive Landscape & Benchmarking
Campaign Name and Value Proposition
Campaign Narrative and Case for Support
Identity System Development
Web & Mobile Site Design and Content
STRATEGY AND NAMING
Our campaign strategy was built on insights from dozens of donor, alumni, faculty, and stakeholder interviews, roundtables, and an intensive namestorming exercise with institutional advancement staff.
Our intensive and engaging process surfaced a campaign name that captures the energy and dynamism of Towson University and the spirit of the campaign: active, participatory, ambitious, forward-looking.
The photography strategy propels the people-centric spirit of the campaign and builds on what we learned in our research.
The RISE shape subtly reminds alumni of TU’s role in empowering students and graduates to thrive, achieve and lead—and encourages re-engagement with the Tiger spirit.
The campaign website provides multiple ways users can find their own interests within this comprehensive campaign, featuring stories of the university’s impact and instilling a sense of pride in association with a university on the rise for alumni from all generations. See the website case study here.
The video storyboard revolves around TU Voices, featuring the stories of the students, faculty, and donors. It is an emotional, personal, story-based immersion in TU’s impact on people and the world. The video strategy was reworked to factor in constraints brought by the COVID-19 pandemic.
The campaign brand was designed to live within the university’s visual and narrative language. TU’s marketing, advancement, and events teams were easily able to embrace the RISE brand for the campaign’s virtual launch on April 29, 2021.