Vendi research uncovered strengths and opportunities, which we voiced through a new brand strategy, logo, website and their first ever recruiting campaign.
Brand strategy and identity
University of Wisconsin-Platteville came to Vendi for a comprehensive program involving brand strategy and identity, recruitment, publications and web. Outside the immediate geographical region and beyond engineering, UW-Platteville's low tuition, highest ROI ranking and placement seemed to be a well kept secret. Through comprehensive research and stakeholder workshops, Vendi developed a new positioning and identity that became the foundation of university outreach and internal messaging.
Central to the brand was a new logo. The former logo caused confusion with its prominent M for "mining" – a legacy identity founded on a program no longer offered. Our design drew inspiration and artistic elements from the former logo and a large stained glass installation.
The tagline "Opportunity from the start", was inspired by three aspects of the brand:
- Hands-on, experiential and applied learning offered early in most programs
- High job placement before and immediately after graduation
- UW-Platteville's pioneer history including the first undergraduate mining program and the first teacher ed program in Wisconsin
Brand messaging was developed for each of the university's target audience segments, using research-based audience personas.
"From the start" campaign themes included "first choice, first lab partner, first internship, first home away from home".
The brand standards were developed and documented. Tools and templates were shared with the marketing, graphics, photography and content teams – many of whom were involved in stakeholder workshops.