In this series of posts we focus on effective uses of our branding strategy. We offer these examples to inspire you in your own branding efforts.
Who caught our attention
Marketing and Communications created new billboards across Missouri to tell a story. These four are located along I-70 eastbound near Warrenton.
Why it captures the brand
These new billboards replaced those that were completed in 2012. Although those were well received, they were updated in response to requests from the university community. This reflects a willingness to engage with various Missouri State audiences.
Creative platform
These four phrases emphasize the creative platform of the brand.
- When you have your chance to be heard.
This communicates that you, as a representative of the university, will have an opportunity to speak up at some point. This prepares the viewer to consider herself in context of wider community of Missouri State. - What statement will you make?
Now that you are aware of the broader context, what will you say? How has university prepared you for global conversation? - Find your voice and –
decide what you believe, but be willing to listen to new ideas and change your mind. - Make Your Missouri Statement.
Considering your experience and growth at the university, decide how state your ideas and listen, integrating your experience with that of others.
Visual identity
- They include the design element of Make Your Missouri Statement, which is an influential way to emphasize the university brand.
- This element must be coupled with the Missouri State wordmark, that is, the university’s name written in a specific font, which it does.
- In addition, the Bear Head can be used with the wordmark, so this billboard presents a powerful series of images that consistently use proper design elements.
- It includes correct primary brand colors: maroon, black and white. These should be used in all communications. It also includes the secondary color of brick city red to to entice the viewer, then uses maroon to emphasize Missouri State.
Space limitations meant the message had to be concise, so Marketing and Communications used these statements. This is based on the recommendations that the the Make Your Missouri mark be used when the audience is already aware of the Missouri State brand. This is effective in this scenario due to placement of the billboards all over the state.
How it meets Missouri State’s goals
Marketing and Communications used the new branding phrase to connect with travelers who are familiar with the university. Following the creative platform guidelines provides an opportunity to encourage the audience to consider the university’s impact on them.