Developing branded materials
Leveraging our brand campaign
A brand is a living thing, built over many years through many factors, including an institution’s stated priorities and the actions of the people associated with it. When executed well, a brand campaign should enhance the brand. University Marketing is active each day ensuring the brand, including the Bring Your Aspirations campaign, does just that.
Developing materials with University Marketing
We work with our internal clients at the division, unit, college, department, and program levels to develop marketing strategies, set goals, and deliver tactical plans to help realize these goals.
If you want help in executing specific program elements, University Marketing is happy to get involved.
Guidelines and best practices for creating your own materials
For a number of reasons, members of the Northern Arizona University community may wish to develop their own materials that use the Bring Your Aspirations campaign’s creative approach, messaging, and visual strategy. University Marketing encourages you to do so when appropriate and created this handy Bring Your Aspirations campaign style sheet to support the creation of your written and visual materials.
The brand’s voice rings with quiet confidence and demonstrates—in a direct way—the opportunities that NAU offers and the aspirations that Lumberjacks seek to achieve. Information doesn’t need to be exaggerated; we clearly share our qualities and invite readers to join our community.
Using active headlines that highlight an NAU accomplishment will reinforce the brand in your materials. Often, “We” is used with a declarative statement, such as “We hold class on the Colorado Plateau.”
Applicable stories, statistics, and messages include a footer at the bottom of webpages and print materials: Bring Your Aspirations. This provides unity so the brand is seen as applying to the whole university. It also ensures that you don’t feel the need to use the brand campaign message in your copy. Bring Your Aspirations should be expressed through a variety of stories, details, and experiences; don’t overuse the phrase.
We have created and chosen thousands of visuals, including photos, logos, and templates, that reflect the brand. These assets, used in alignment with the standards in our visual identity guide, can be used to develop materials tailored to the needs of the university community. They reside in our digital database management system, Widen.