"In 2021, the University of Alaska (UA) announced the launch of its first system-wide fundraising campaign, For Alaska. The primary message was the importance that the UA system plays in the entire region. It not only benefits academics, but also drives the economy, research, and job growth.
We shaped the campaign voice around this idea. The content and stories focus on the practical, real-world impact of the UA system. The "momentum" wave developed for the campaign symbolizes constant motion, an ever-evolving movement forward. It can both shape and yet be shaped by its surroundings. It is the very essence of the University of Alaska's place in the region.
We implemented the wave component throughout all campaign materials, particularly the microsite (www.UniversityForAlaska.com):
• We created a sense of momentum via a horizontal scrolling site that reflects a sense of awe and Alaskan pride while looking forward and creating excitement.
• Bold colors and imagery highlight the beauty of Alaska, the four campaign priorities and their practical impacts, and each institution's contributions to these priorities (highlighted on interior pages as the wave colors change to each school's individual brand).
• The background changes as you scroll, illustrating each region served by the UA system.
• The buttons and text boxes are unique and provide a sense of motion.
The site was designed to be sleek and exciting, but also focused in order to quickly tell stories (with videos discussing each priority) and draw visitors in to learn more."
From the Judges
The site is distinctive and creative. Judges appreciated the details about the strategic approach and the broad pillars, and really liked the campaign video and the epic moving images throughout. The creative design, tone, and voice are consistent throughout.
