Building the NAU Brand

A collaborative journey

At Northern Arizona University, our brand isn’t just a logo or a tagline—it’s a reflection of our core values, our commitment to excellence, and our unique identity. The journey to articulate and refine the NAU brand has been a comprehensive endeavor, embodying the passion for learning and collaboration that defines our institution.

Research and testing

Our brand journey began with rigorous research to collect quantitative data and build qualitative insights. We engaged with various stakeholders—current and prospective students, parents, alumni, faculty, staff, and Arizona residents—through surveys, focus groups, and interviews to understand what NAU represents and what sets us apart.

We also tested campaign concepts with prospective students. Their feedback guided us toward the “That’s NAU” campaign.

That’s NAU brand campaign

This brand campaign theme represents all four of the NAU brand pillars: valuable opportunity, inclusive community, supportive faculty, and bold impact. That’s NAU provides an opportunity to naturally frame the messaging and conversation around specific aspects of the pillars, promise, and personality.

The creative approach supports positioning NAU as a distinctive place offering a wealth of opportunities and benefits to students from a wide variety of backgrounds. In terms of messaging and visuals, the concept is powerful, direct, succinct, and a reflection of the culture and community at NAU.