Portland State University
Spring 2020
Brand Campaign

The story at the heart of Portland State University’s Spring 2020 Brand Campaign is direct and powerful. Relevant and deeply rooted in the cultural context of the past decade, their story is one of defining issues we all face like inequality and climate crisis; of leading with ethical education and catalyzing a social movement. Their story is one of change.

Our team crafted a brand narrative of an innovative, values-based institution that is emboldening people to think and act more broadly, courageously, and confidently, to bridge the gap between the world we have today with the future we all need — summarized in our creative platform “Embolden Each & Everyone.” This concept handles many themes, key among them are that of challenging the status quo, creative problem solving, irreverence, and a rallying call to action.

The art and copy work in tandem to communicate a sense of urgency, moving the school away from a reputation of being polite and passive. The work taps into an identity and attitude for the school, one that is arresting and an interruption of the status quo. It embraces an ethos of access and diversity, and the power of every person to effect change in one another and the world. The tone of voice is strong, inclusive, and driven, with headlines that are inspiring and a call to action. This is complemented by the brand’s art direction that is decidedly simple and striking: bold color, unapologetic colorway combinations, big active type, and

photography that is emotive and human-centered. All while feeling relatable and grounded in the city of Portland and the progressive mood of the Pacific Northwest.

The daring new brand is realized through a vast array of touchpoints and executions, including print postcards and wearable pins for undergraduate recruitment, admissions emails, marketing and communications toolkits, a brand anthem video, and a comprehensive awareness ad campaign launched in May 2020. The campaign intended to be galvanizing and thought-provoking, featuring the faces and unique powerful stories of current students; and demonstrating the potential for rich outcomes, a diversity of people, thought, and approach, and clearly highlighting the school’s ownership of Portland, OR. The ad campaign had media placements in traditional, digital, and social, including OOH billboards, bus wraps, and city signage, print ads, radio spots, paid social, and digital banner ads.

As a whole, the Portland State Brand Campaign positions the institution as a cause, with a unifying CTA, Come to Change — a call to action that builds a movement for all and a message to be internalized individually. The “Embolden Each & Everyone” narrative has become a compelling new brand platform that expresses PSU’s unique selling proposition and strengthens their enrollment and admissions efforts.