Branding | Collateral | Design | Print

Shortly after launching a comprehensive name and identity change, Metropolitan State University of Denver began transitioning to a new brand platform that better reflected the university’s mission, vision, values and impact. Armed with an identity system, brand platform and paid-media plan, the MSU Denver marketing team asked Betterweather to develop a comprehensive visual vocabulary for the brand, spanning internal and external touch points across all mediums. The university wanted to leverage design to create a consistent, distinctive, memorable brand experience for employees, students, prospective students, donors, alumni and the general public.

The resulting “Lives Transformed” campaign included an inspirational and informative brand book for employees; banners and flags; outdoor, print, TV and digital ads; a magazine; promotional items; and experiential components like pedicabs and a street team. Student recruitment collateral included a redesigned viewbook, brochures and direct mail pieces, as well as print and digital ads.

Betterweather also designed a new manual for student orientation and a mobile-optimized website to serve as a “success hub” for students. With Betterweather’s art direction and design guidance, MSU Denver also developed new materials for capital fundraising projects.

Throughout the two-year campaign, Betterweather challenged the MSU Denver marketing team to consider new ideas, coached them on implementation, listened to their concerns and developed innovative, scalable, cost-sensitive solutions. The result was an immersive brand experience that quickly took root internally and gained widespread recognition externally.