To launch Michigan State University’s (MSU) next capital campaign, we needed to communicate that Spartans and donors are forging the common good together. To do this we created a bold, elevated look that utilizes portrait and candid photography of Spartans creating impact. We also incorporated graphic nods to MSU’s history with the Spartan helmet and starburst rays, both iconic elements from the university’s branding. The duality of the campaign theme, Uncommon Will, Far Better World, allowed us to tell a deeper story visually by featuring Spartan’s determination within the portrait photography and Spartan collaboration within the candid photography, ultimately showing the impact MSU Spartans have on the world.

GCD: Nick Marrazza AD: Katrina Moenning CW: Seth Gordon