Despite a relatively recent, award-winning rebrand, market research revealed that the University of Colorado Denver continued to lack clear marketplace differentiation.

The resulting brand evolution to “CU in the City” served as a much-needed bridge between CU Denver’s storied past and its ambitious future, while simultaneously differentiating it from siblings within the four-campus University of Colorado System. The creative strategy focused on showcasing CU Denver’s unique “extended campus” of downtown Denver by depicting real students, faculty and alumni interacting and thriving in the vibrant, dynamic environment they call home.

Role: brand strategy, creative direction, campaign development