University of Michigan

The Insight

To achieve Vision 2034’s ambitious goals, we secured broad support from the university community early in the process. By engaging faculty, staff, students, and community members, we ensured that the plan resonated with a diverse range of audiences. This shared vision transformed the plan into a relatable, accessible narrative that people could see themselves in—connecting deeply with the university’s diverse community. 

The Solution

Born from President Ono’s inaugural speech, the “Look to Michigan” campaign positioned U-M as a leader in addressing the world’s most complex challenges. With a fresh visual identity and creative concept, the campaign connected to U-M’s existing brand while also communicating a bold new message: Michigan is where solutions are found, and Vision 2034 is the blueprint. Through strategic communications and a dynamic microsite, we made the strategic plan a rallying point for the entire community. 

The Results

A living, breathing Strategic Plan.

Vision 2034 has become more than a document; it’s a dynamic story that’s driving success across U-M’s key areas of advancement, marketing, and enrollment. The campaign has already spurred significant fundraising efforts and bolstered U-M’s position as a leader in education. The plan now serves as the core narrative guiding U-M’s growth and impact, helping redefine the role of higher education in shaping the future.