Shields. Serifs. Platitudes.

Who says that a university brand needs to be so…university-ish?

The application numbers for higher education institutions are plummeting, and those who are applying, are doing so with increasing discernment. So when Xavier University’s new president (who happened to be the first woman and layperson to occupy the role) challenged us to develop a brand that would re-define a student’s relationship with their institution, we jumped at the opportunity.

The challenge:

Generations Z & A are demanding more from their university experience. Both in value, as well as personal experience. University is a means for self-realization and growth, and brand perception is held with more weight in the decision-making process.

The opportunity:

Revolutionize the way people perceive a university’s brand. Relate it to an experience and value-set that’s reflective of the student’s personal and unique customizable goals.

Give them something to rep. To grow into. To engage with others on. An equation with their own infinite variables.

A bit about Xavier.

Xavier University is a private Jesuit university in Cincinnati, OH. The brand needed to appeal to parent’s and donor’s more religious base, while translating the values and spiritual experiences to an emerging generation of students.

Brand Anthem :30

Credits //

Executive Creative Director: Patrick Macomber
Creative Director: Juliana Lynch
Concept Team: Quinn Kelley (Copy), Irving Navarro (ACD, Design), Joseph Dunlap (Design & Motion), Ally Tuttleman (Design)
Execution Team: Quinn Kelley (Copy), Justin Spinozzi (ACD, Design), Joseph Dunlap (Motion Graphics)

Account Management:
Katie Butler, Bert Catzen, Israel Barajas, Meredith Moore, Alison Konopelski

Strategy:
Leon Tambue, Sarah Desiderio, Alex Wittchen

Project Management:
Shane Murray, Candace Branch, Jacob Flickinger, Kelli Gannon

Production: Beth Julian

Video Credits //

Producer: Brendon Riley
Line Producer: Robert Pearson (Reel Digital Media)
Executive Producer: Justin Padilla Director: Lori Schmon

1st Assistant Director: Brendon Riley
Director of Photography: Sean Patrick Kirby
1st Assistant Camera: Amy Faust
2nd Assistant Camera: Joe Bou
Media Manager: Emily Russo
Stedi Cam: Drew Theiss
Gaffer: Jon Champion
Key Grip: Blake Raymond
Best Boy Electric: Chris Benjamin
Best Boy Grip: Blake Raymond
Swing: Dylan Algie
Sound Tech: Tim Dutton
PAs: Olivia Warren, Jon Nickoson, T.J. Carney

Group Creative Directors: Patrick Macomber, Brendan McGann
Creative Directors: Juliana Lynch, Max Paolucci
Associate Creative Director: Justin (Juddy) Spinozzi
Copywriter: Quinn Kelley

Account: Katie Butler, Bert Catzen, Alison Konopelski
Strategy: Leon Tambue, Sarah Desiderio

Post-Producer: Taylor Price
Project Managers: Andrew Nigrelli, Anne McLaughlin, Candace Branch

Video Editor: Alex Ayabe
Motion Designer: Joseph Dunlap
Colorist: Shane Scherholz
Cast: Brandi Botkin

Lighting and Grip: Champion Lighting and Grip

Xavier University