The Background: The University of Minnesota is a system of five coordinated campuses, however the Twin Cities campus is synonymous with the system as a whole, which creates tension across the different universities.

The Challenge: Find a distinct voice for the University of Minnesota Duluth that fits within the overall University of Minnesota Driven to Discover brand while honoring what makes UMD unique. We needed to give the UMD staff, administration. faculty and students an brand identity and message that rang true to their core.

The Research: Brand immersion including campus visits and admissions tour. Stakeholder interviews including key leaders of UMD, Duluth municipalities, state officials and local business owners. Student ethnographies with both active and everyday students.

The Discovery: The people affiliated with the institution are Driven to Discover but in a completely different way. They are hearty, preservations that preserve and are true hands-on learners. Anything but a true depiction of their spirit would be deadly.

The Strategy: Determined to find practical solutions to practically every problem.

Thanks to: Matt Burgess - Creative Director, Kris Growcott - Writer, Clint Lurget - Art Director