Western Carolina University began refreshing its institutional brand and building a comprehensive capital campaign set to launch in 2024. In partnership with Ologie, WCU approached the two projects in a staggered tandem, allowing the brand project to feed into the campaign work — making the most of the unique opportunity and helping achieve WCU’s strategic goals. In this session, we’ll provide an optimal approach to building and launching a connected brand refresh and comprehensive campaign effort, including increasing alignment internally, determining the appropriate relationship between the workstreams, and planning milestones to capitalize on shared momentum and bandwidth for the work.