William & Mary: For the Bold

As America’s first university and its second college, William & Mary is known for a lot of things. Being bold isn’t typically at the top of the list. But after in-depth research of students, faculty, and alumni, three words emerged: “For the Bold.” Armed with this theme to carry the campaign, we realized that the question wasn’t “Is this the right story to tell?” but rather, “What’s the right way to tell it?”

Past, present, and future.

We worked with the William & Mary team to interpret “For the Bold” strategically and creatively, seeking to tell a modern, authentic story that honored the university’s historic past, while also conveying the impact that a financially secure university could make over the next 300 years.

The campaign’s look and feel balanced inspiration from over three centuries of tradition with contemporary elements that reflected the school’s forward momentum.