The Office of Institutional Equity was looking for an opportunity to better communicate their core values and benefits with the students, staff and faculty of Michigan Tech. While being an extremely critical component of campus affairs, the OIE is typically overlooked as a compulsory program due to the dry, legalese nature of the messaging and supporting collateral.
In an effort to engage constituents and increase approachability, the program directors came to our marketing group in search of a visual solution. The question at hand: “How to change our perceived position from that of reactive to proactive?”
Many ideas were kicked around in our exploratory sessions. Ultimately this is the one that stuck. Short, punchy headlines, thoughtfully crafted subheads, original imagery and an overwhelming sense of community and Husky Pride. The campaign launched quickly with campus wide poster and postcard distribution, email and site updates.