University of Montana

Bold collaboration brings out a brand's greatest treasures.

A beautiful location, while great to have, is only part of the story. Anyone with a panoramic view of the Rocky Mountains like UM can claim natural splendor as a benefit for students. To stand out from competitors, the Treasure State’s flagship university sought to explore different territory altogether. We needed to tell a story that foregrounded the brilliant people in Missoula and beyond and also illustrated the wow behind what happens every day on campus.

Services

The Results

  • +250k
    // views in the first 6 months
  • 24%
    // increase in submitted applications
  • +198k
    // total users in the first 6 months

The first time I saw it, it scared me. The second time, I fell in love. And I watched everyone go on that same journey.

Jenny Petty
Vice President of Marketing & Communictions, University of Montana

The team took the time to find out what this place is and who we are. It wasn’t about a marketing campaign. It was working within the psyche of the school.

Jenny Petty
Vice President of Marketing & Communictions, University of Montana

The Insight

After a deep dive of surveying potential UM Students, the SimpsonScarborough team arrived at a critical insight to drive the campaign: that University of Montana is the spark point for global impact and bigger things. Developing the brand system began with a few big questions. If Montana is where people go to start fresh, how might we capture the tone of that spirit in official communications? If the University can tout more than its beautiful vistas, how might we orient the story around the treasures that our community brings to the world? 

The Solution

Inspired by the personality of the Grizzly, the creative work sought to break the fourth wall and bring the University of Montana alive. The use of vibrant, diverse photography combined with flat graphics immerses the audience in the space. This bold approach was shocking for some at the University until creative testing revealed just how much their target audiences loved it. Playful and formidable – the way of the Griz.

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