North Dakota State University

The Opportunity

With demographic shifts in the Upper Midwest and outdated perceptions of NDSU as an agriculture-only school, the university saw an opportunity to sharpen its positioning. By building on its legacy and expanding its reputation. NDSU could claim its place as a leading national institution.

The Insight

A perception gap existed between the university’s reality and its reputation.

Inside the state, people recognized and valued NDSU’s agricultural legacy and recognized the institution’s regional economic importance. Outside the state, NDSU’s powerful track record of research, innovation, entrepreneurship, and career readiness was overlooked.

Through our research, there emerged an opportunity to reframe NDSU’s land-grant heritage as a launchpad.

As one stakeholder said, “There’s a sense of surprise at the contributions that come out of NDSU.”

By embracing the Bison spirit, heritage, grit, and transformation, NDSU would reshape perceptions to reflect the institution’s true impact and ambition.

The Solution

NDSU partnered with us to build a comprehensive brand strategy and refreshed creative identity rooted in the institution’s purpose and promise.

This strategy’s innovative positioning led to a messaging platform and campaign strategy with its own unique creative approach. Together, these pieces supported enrollment and aligned communications across the university, from academics and athletics to research and community impact.

At the heart of the new brand is a powerful, unifying promise: 

Through heritage and heart, Bison bring the frontiers of new knowledge into focus.

The strategy redefines what it means to be a Bison: strong in tradition and bold in vision. It connects land-grant values to workforce readiness, innovation, and leadership. 

This foundational brand work will inform a major campaign launch planned for fall 2025, preceded by website updates and campus brand training, which began in the summer. 

The Results

The brand strategy was introduced to key internal partners, bringing alignment across stakeholder groups and excitement across campus.

The strategy lays the groundwork for a recruitment-focused campaign that will position NDSU to compete more effectively, reinforce relevance, build pride with internal audiences, and expand perceptions beyond agriculture. Most importantly, the brand charts a clear path forward for a modern land-grant institution that honors its past while helping students bring tomorrow’s brightest horizons in reach.