Summary
Ohio University (OHIO) is a public research university located in Athens, Ohio. In 2012, Ohio University launched a brand campaign, Ohio University: it's y{ }u. This campaign reflects the idea that OHIO is the place where you can be yourself and become your best self. It's the right fit because it is your home away from home.
Ohio University (OHIO) is a public research university located in Athens, Ohio. In 2012, Ohio University launched a brand campaign, Ohio University: it's y{ }u. This campaign reflects the idea that OHIO is the place where you can be yourself and become your best self. It's the right fit because it is your home away from home.
My Role
Brand design
Digital design
Poster design
Publication design
Typography
Brand design
Digital design
Poster design
Publication design
Typography
During my senior year at OHIO, I created a sans serif typeface (pictured above) in a lettering class taught by Don Adleta, a graphic design professor at OHIO. My typeface, among six other typefaces designed by OHIO students, was selected to become a brand element of the it's y{ }u campaign.
Promotional Objective
In 2010, the Ohio University Communications and Marketing (UCM) department decided to rebrand the university based on the findings in a recent brand perception survey. UCM had two primary objectives:
In 2010, the Ohio University Communications and Marketing (UCM) department decided to rebrand the university based on the findings in a recent brand perception survey. UCM had two primary objectives:
1. Increase awareness of the OHIO brand
2. Increase student enrollment
Media
The campaign utilized a variety of paid, owned, and earned media, including websites, printed materials, social media, television commercials, e-greeting cards, print advertisements, outdoor banners, and promotional videos.
2. Increase student enrollment
Media
The campaign utilized a variety of paid, owned, and earned media, including websites, printed materials, social media, television commercials, e-greeting cards, print advertisements, outdoor banners, and promotional videos.
Messaging
Following focus group interviews with prospective students, four core themes were developed to support the campaign:
Following focus group interviews with prospective students, four core themes were developed to support the campaign:
1. Love at First Sight
2. Home Away from Home
3. Supportive Professors
4. Bobcat Pride
2. Home Away from Home
3. Supportive Professors
4. Bobcat Pride
Results
The it's y{ }u campaign was undoubtedly successful. One year after launching the campaign, OHIO achieved record enrollments. The next year, UCM won the 2014 Silver Anvil Award of Excellence from the Public Relations Society of America (PRSA) for excellence in reputation and brand management (other global brand winners that year included Ford, Microsoft, and Walmart). And in 2016, a follow-up brand perception study found that college-bound high school students exposed to the it's y{ }u campaign were still reporting a significantly stronger sense of belonging at OHIO.
The it's y{ }u campaign was undoubtedly successful. One year after launching the campaign, OHIO achieved record enrollments. The next year, UCM won the 2014 Silver Anvil Award of Excellence from the Public Relations Society of America (PRSA) for excellence in reputation and brand management (other global brand winners that year included Ford, Microsoft, and Walmart). And in 2016, a follow-up brand perception study found that college-bound high school students exposed to the it's y{ }u campaign were still reporting a significantly stronger sense of belonging at OHIO.
This webpage displays a sample of content created by Emily Smith for this campaign.