Last summer Missouri State engaged Ologie, a branding strategy agency with extensive experience in higher education, to assist us in developing an updated brand strategy. This brand refresh is the final step in the marketing and rebranding of the University that was initiated in 2012 with the research-based enrollment-driven marketing and brand identity study.
University introduces new brand
The project kicked off in mid-June and engaged key groups across campus – students, staff, faculty, alumni and donors – in one-on-one interviews and focus groups.
Ologie’s charge was to create a branding platform by identifying what makes Missouri State better, different, special and then creating an authentic look and message that resonates with prospective students, current students, alumni and the campus.
A steering committee headed up by Suzanne Shaw, vice president for marketing and communications, worked with Ologie throughout the process of discovery, strategy development and creative development.
The final creative concept was presented to key groups across campus for review and feedback during the December/January time frame. The response to the new concept has been very positive and supportive.
Making our mission relevant
The new brand platform focuses on messaging that makes the public affairs mission and pillars more relatable to prospective and existing students. It also includes a new tagline that is very action oriented: “Make your MISSOURI STATEment.” This embraces the concept of how our students, alums and campus live the public affairs mission and the statement they are making in their lives through cultural competence, ethical leadership and community engagement.
The branding guidelines were introduced last Thursday to approximately 80 members of the campus community who utilize branding and messaging in their day-to-day work.
I am excited about the new branding and am looking forward to the campus celebration and introduction that will take place in June and the student celebration that will take place in August. In the meantime, you’ll begin to see its impact in new publications, videos and on the website. We expect it will take a couple of years to fully integrate it into all communication pieces and channels across campus. For now, think about how you make your MISSOURI STATEment.
Thanks for all you do for Missouri State!
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