VCU

(Live Client Pitch Competition)

Virginia Commonwealth University is a larger system than people realize.
It’s not just where I went to Brandcenter every day, it’s also an art school, a research center, an athletic program, and a health system.

This was a cool opportunity because it gave us a chance to leave a mark on the university that taught us advertising in the first place.

Problem

VCU is a portfolio of many things, but they each have their own distinct identity.

Insight

We are living in a time when people are starting to question tradition, seeing it as a liability instead of an asset.

Solution

What unifies VCU is that they don’t have to depend on tradition. That’s why we gave them a forward thinking identity that can be felt across their entire enterprise.

#ThinkForTomorrow

VCU will create an open source platform where people can submit problems
they would like to see change as well as their ideas on how to solve them.

*OOH and social posts will drive people to the platform.*

No problem is too small.

Or too large.

Here’s the platform in action:

And of course, we’ll need to give the students an attitude to rally behind

Made With:

AD: Sean McSherry (Turns out Sean only thinks he’s a water enthusiast. He’s never even seen a pool.)
AD: Grace Geary (I once told her, if you squeeze an egg between both of your palms, it won’t break. Now her couch has egg stains.)
XD: Ryan Shih (Carefully plans when and where he’s gonna get fast food. Yeah, he’s not normal.)