Several campus communicators have recently asked for guidance on how to share their unit’s unique messages and stories while still plugging into the university-wide brand. It’s a great question (one that resonates far beyond the realm of branding): How do I celebrate the qualities that make me unique while also embracing my identity as part […]

Sometimes to hit the target, you need to look beyond it. It’s a counter-intuitive concept that can have important implications for marketers and communicators. Let me share a personal example to illustrate this idea. About a year ago, my son was in the process of deciding where to attend college. For months during his senior […]

Two important goals we needed to accomplish while creating the U of I brand was for it to be unified, yet flexible. It’s important that we’re unified when we need to be – that’s the whole point of establishing a university-wide brand – but we also understand that we need to allow for design flexibility for […]

You’ve probably heard the saying that the journey is more important than the destination. In the case of the on-brand WordPress theme that was recently created, I would say that the journey has been at least as important as the destination, because they’re both pretty exciting. I’ll start by defining the destination: Creating on-brand, easy-to-use […]