VCU challenged Brandcenter students to create a new brand identity and campaign for their entire enterprise, including all of VCU's schools, programs, the Medical Center of Virginia, and all other stakeholders of the university.
How can we give the VCU enterprise a recognizable and differentiated brand identity?
In higher education advertising, it's common for universities to try and differentiate themselves through advocating for what makes them stand out on their own. We wanted to take a different approach where we tell the story about what happens when a university encourages standing together with other universities, empowering one another.
Taylor Brazukas (AD)
Laura Rouw (AD)
Edo Ohayon (CW)
VCU: Together Limitless - Brand Manifesto Video
Out of Home
For out of home ads, we have collage inspired visuals to speak to the variety of VCU's program offerings, athletics, and diversity. The ads would be placed on highway billboards around the city, and around campus.
With the #1 Sculpture program in the nation, VCU can offer universities with confederate statue pedestals to replace them with VCU alumni work. Universities, students and sculptors can work together to decide what to create to replace the pedestals.
Virginia Military Institute
Stonewall Jackson Statue Pedestal
Example of work from Paul Dipasquale, VCU MFA Sculpture, '77
George Morgan Jones Statue Pedestal
Example of work from Diana Al-Hadid, VCU MFA Sculpture, '05
University of Virginia
George Rogers Clark Statue Pedestal
Example of work from Tara Donovan, VCU MFA Sculpture, '99
Several Virginia universities offer legacy scholarships, so why not offer scholarships to students whose parents attended other VA schools? This will land VCU on many students' short list of colleges, helping them compete with other elite VA schools.
VA College History Course
VCU will offer every Virginia college student an opportunity to learn about their college campus's history - for free and online. This course will confront the full history of each school, providing information some students may not be aware of.