Cal Poly

One week. One brand.
One record-breaking campaign.

Cal Poly had been telling its story for 117 years, but without a unified brand to guide the way. Decades of inconsistent use had left its identity fragmented, making it difficult for University Marketing to communicate Cal Poly’s distinct value in a clear, compelling way.

Services

The Opportunity

A major capital campaign was on the horizon, and the university was preparing to open its first welcome center. With all three initiatives set to launch within a week of each other, the stakes were high. Cal Poly needed a powerful, enduring identity that could rally its community and fuel its biggest fundraising effort yet.

  • 4
    // CASE District VII
    Awards of Excellence
  • $832,760,057
    // raised in the largest capital
    campaign in Cal Poly history.

In one week, we had our brand reveal and announced our campaign. That’s special. Quite frankly, we probably did two years’ worth of work in one.

Jeffrey D. Armstrong
President

The Insight

We realized that Cal Poly’s greatest strength had always been right in front of us: Learn by Doing. It wasn’t just a tagline; it was the very DNA of the university. The key was to elevate this defining characteristic into a brand that could stand the test of time. Through research, strategy, and deep engagement with stakeholders, we uncovered the perfect articulation of this promise: Ready Day One.

The Solution

It all started with research; it always does. We dug deep into Cal Poly’s culture, history, and aspirations, leading to a brand platform anchored in two truths: 

Centered in California.
Central to California. 

With this foundation, we built a cohesive brand system that unified Cal Poly’s messaging, voice, and visual identity. Then, we worked alongside university leaders to seamlessly integrate it into their capital campaign: The Power of Doing. The campaign reinforced the brand’s message, celebrating Cal Poly’s hands-on approach to education and demonstrating its direct impact on students, industry, and the state of California. 

In just one week, the university unveiled its new brand, launched the most ambitious fundraising campaign in CSU history, and opened the doors to a welcome center designed to immerse prospective students in the Cal Poly experience. 

The Results

The results speak for themselves, but more than the numbers, this was a moment of transformation. Cal Poly didn’t just launch a brand; it set the stage for its future.

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