Arizona State University

Arizona State University had an ambitious strategic plan: to remake the American university by rethinking the ASU's role and structure. Working with ASU President Michael Crow, Bruce Mau Design developed a new communication program to frame an inclusive and overarching vision of the new American university that would speak to a variety of audiences.

BMD engaged ASU students, alumni, board members, donors, faculty and staff to frame the university’s brand values and vision. This mission led to a communication framework and plan that focus on the challenges we face in the 21st century and ASU’s commitment to meeting them. BMD worked with ASU to translate their brand visually and verbally to inspire their diverse stakeholders.

BMD designed key rollout pieces that helped establish the master brand, visual identity and messaging. A key communication piece was a galvanizing brand video that BMD wrote, scored, and produced. The 4-minute video was featured prior to President Obama’s commencement speech at ASU in 2009. As a result of the video’s success, we created a thirty-second TV spot. BMD also designed a web-interface where visitors can learn about key initiatives in relation to the vision.

Additionally, we worked with ASU's School of Architecture and Landscape Architecture to align their messaging with the master brand.