From the Nominator

"In 2022, The University of Utah launched a new messaging campaign titled "Love, U." We were still in the midst of a capital campaign titled Imagine New Heights. Going through the pandemic, however, most of our constituents had lost the connection to that campaign’s messaging—and we were no longer relying on it. We engaged a 40-person cross-collaborative group of stakeholders and retained the firm Pentagram to devise a different approach.  

What we heard was that the University of Utah was comprised of people of diverse backgrounds with divergent passions and interests—and sometimes polarizing political viewpoints. What we all had in common, however, was a sense of devotion to one another and the university.   

Pentagram developed the "Love, U" concept. Several things make this very simple campaign bold and unique. First, it’s easy to implement. It appears like the sign-off of a letter to a constituent (love from the University of Utah). But when paired with another word, it also can work in reverse: "Love U Artist" (we love you, artist). This pairing effect allows it to scale to people, institutions, and places across the state.  

Most importantly—it’s potent. Love is a powerful emotion. The "Love, U" campaign has been overwhelmingly positive, but it can also make some people uncomfortable. Even when that happens … it gets noticed. It has also been emulated. We believe it is the right message for this moment."

From the Judges

Great strategy and campaign build-out. Strong branding. Judges LOVE the pages on the brand guide that show where it comes to play in the donor cycle. Especially after the pandemic, this message brings people together again built on a foundation of love of the university. Judges like how they said it is "the right message for this moment." I can see how it would resonate with many donors. Valentine's Day launch - brilliant!