“Proud To Be” CSU BRAND Campaign
“Proud to be a CSU ram” is the chorus from the CSU fight song and taps into the school spirit/pride, and history of Colorado State University. There were two facets to the campaign. The internal facing youth campaign, and the external facing public campaign.
For the youth campaign the vintage treatment of iconic CSU traditions spoke to audiences of all ages; students and young alumni welcomed it as a “throwback,” and for others, it cued strong memories of their time on campus. aimed at current students, celebrating CSU’s history and tradition. The external public campaign is aimed at donors, alumni, potential students and their parents for the general off-campus market. This part of the campaign celebrates/highlights CSU alumni and their diversity of careers and personal stories.
Collateral included: a library of illustrations and alumni photographs, numerous ads for publication and DIA, t-shirt designs and other swag, animations for the stadium score board, digital screens around campus and social media.
The Proud to Be campaign was adapted and used to drive the 2019 Proud to Be Day of Giving. A 24-hour event where Rams come together, worldwide, to make a gift to an area or program that means the most to them! This campaign shifted the tone of the campaign to be more lighthearted, allowing donation solicitations to feel friendly instead of formal. Proud to Be Day of Giving was a huge success. In 24 hours, CSU raised $183,981 from 2,167 donors – up from 1,577 donors last year. What’s more, we increased first-time donors by 78%
Design by Adam Mendez and Cameron Nelson. Contributing illustrators: Brett Styles Design, Adam Mendez, Cameron Nelson. Work done while employed for Colorado State University