Fearless momentum

The University of Maryland was about to embark on a new fundraising campaign with a $2.5 billion goal. The initiative needed something that aligned with the boldness of the current brand platform, “Fearlessly Forward.” And the story needed to center on impact: highlighting the myriad achievements of Terrapins united to do good. The result was “Forward: The University of Maryland Campaign for the Fearless.” With visual elements that convey activity and motion, and a flexible language system that prioritizes storytelling, the campaign captures the energy of both the Maryland brand and the institution’s momentum.