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New branding efforts at DU are working to increase the university’s identity with a strategy that highlights students’ “action leadership” and “DU-ing something.”
According to Scott Gilbert, one of the brand consultants working on the project, the branding aims to raise the profile of the university from a great regional university to a great national university, and to raise pride on campus.
“Though the chancellor said everyone needs to know what DU is about, everyone needs to understand what we say to people on the outside, so the first phase is really internal,” said Gilbert.
The main message of DU’s new identity is, “DU is a leader in tackling the great, global issues of our day.”
There are several noticeable changes that have been made recently as part of this process. The most recent being the new Web site that launched on the first day of classes. The site, www.du.edu, is now geared to showing prospective students that DU students are leaders in the community and working to improve the human condition, Gilbert said.
The site contains a page called DU Something 365, which is a collage of students and their stories. Students are able to submit their own story and picture to be added to the page.
“The Web page is our most important form of internal and external communication. We wanted to make sure that when people were on the Web page they knew it was DU and to show them what makes the university better and special,” said Gilbert.
Another noticeable part of the branding effort are the banners placed around campus that incorporate the theme of DU-ing Something. Some of these banners show students who have done something to improve the human condition. These students include Zoee Turrill, who co-founded the bike-sharing program, Michelle Zeles-Hahn, who is researching proteins for inhalation therapies, and Ed Kelly Sanford, a violinist who shares his music with children.
Other banners focus on projects that DU has done in the community and around the world. Some of these include “Harvesting Water,” “Raising Our Voices” and “Turning Micro Macro.” Throughout the rest of fall quarter, more banners will invite students to share their stories on the DU Something 365 Web page.
New admissions materials that incorporate “start from a higher place” are now available.
“The new materials explain why DU has programs such as the freshman seminars and extensive study abroad programs. ” These show that education here has a sense of purpose and you evolve as a person at DU,” said Gilbert.
In the future, Gilbert hopes to incorporate the walls of Driscoll and Sturm into the re-branding to celebrate DU’s action leadership and also to get students excited about what is going on.
