In 2019, the University of Arizona rolled out a new brand platform that is also fully integrated with a new fundraising call to action. The Wonder brand—a human-level platform that taps into the motivating forces of curiosity and imagination—becomes Fuel Wonder when translated into materials that tell the university's philanthropic story. Donors and prospective donors were introduced to this concept through a case statement designed to inform and inspire support of the first public fundraising priority to emerge from the university's comprehensive strategic planning process. Through its fundraising efforts, the university seeks to transform the holistic student experience—recruitment, retention, and launch—in the context of the fourth industrial revolution. Scholarships are a crucial part of this initiative, but so are programs that support academics and wellness, facilities, and community-building at a large public institution.
From the Judges
We reacted very positively to the strong theme, interesting design, and creative execution of this piece. Strong use of color and sense of place—the sections felt grounded both to the institution and evoked a connection to the state of Arizona as well. We felt some disconnect between some sections—e.g., we struggled a bit with the centerfold “Fuel Wonder” spread and whether that was effectively integrated with the rest of the piece. However, overall we found this piece both inspirational and practical.
