West Virginia University has long maintained a keen focus on its mission as a land-grant institution: access to higher education and critical research. With five campuses across the state, WVU conducts leading research in fields such as energy, rural health and health disparities, and forensic science, with renowned academic offerings in engineering, technology, medicine, and many other disciplines.
Be bold. Go first.
To develop the brand platform, we tapped into the true spirit of both the state of West Virginia and WVU — a willingness to take on a challenge no matter how great. That led us to “Go First.” It captures the rugged determination of the school, its staff, and its students, while also sharing the proof points that support the underlying ideas of discovery and innovation. The university’s creative team extended the campaign brand internally with communications for faculty, staff, and students. We gave them a viewbook that brought it all together in a truly unique way.
Our approach encouraged the university to shake off their humble roots and declare their tenacity, work ethic, and bold reclamation of the state. In the first year, freshman applications rose 30%, admitted students increased 24%, and deposits saw an increase of 8%. In year two, WVU welcomed its largest freshman class of 5,200 students, saw a growth of 18% in honor students, and 30% increase in study abroad participants.
In the first year of the campaign
Largest freshman class ever
Study abroad applications