"When the ordinary is attached to the Word of God and connected to His promises, the common becomes uncommon." That statement made by University President Rev. Patrick T. Ferry guided Concordia's marketing team on an 18-month journey that resulted in a clear articulation of the Concordia University Wisconsin (CUW) story, and a precise university brand framework document that led to the Live Uncommon creative platform and campaign executions. While the CUW community is and always has been mission-based, the marketing messages went in a different direction. The previous strategy focused on programs/features/benefits and adopted a bit of a commodity approach, resulting in years of listing what the university offered instead of who a Concordian is and what s/he stands for.
From the Judges
Excellent photography and imagery that compelled emotion. Shared their mission very clearly. All branding was cohesive. All of their videos are really powerful.
