Purdue’s brand had come to stand for fiscal responsibility, affordability and the ROI of a college degree in many people’s minds – all very important attributes but certainly not the whole story. Purdue needed to evolve its brand to tell a deeper story – one that spoke to the arts and humanities just as much as STEM. A story that celebrated huge world-changing achievements just as much as the everyday work that’s done in the classrooms, studios and labs across the Purdue campus.