Like many schools across the country, Drake University’s campus community attempted to use a number of disparate and unaligned promotional campaigns to support recruitment, fundraising, student activities, athletics, academic programs and auxiliary services. Drake’s marketing team reached out to create a unified institutional brand foundation in order for all existing campaign messages to develop a brand language that would authentically capture and compellingly articulate the university’s values, character and traits, while also bringing current promotional initiatives across the campus into alignment in one seamless platform.