Brief

A brand manifesto is a public declaration of your organization’s ethos. It’s meant to encapsulate the who, what and why of your brand, distilled into a single, lasting statement. For the College of Communication Arts & Sciences (ComArtSci) at Michigan State University, that meant developing a credo that could speak to the many dichotomies working and learning under one roof.

Challenge

ComArtSci isn’t a single department with a single audience. It’s an entire ecosystem of disciplines, perspectives and people. The challenge was finding language that felt true and resonant to all of them simultaneously, without becoming so broad it said nothing at all.

Deliverable

I partnered with Advertising Professor of Practice Lou Schiavone to develop a message that would resonate across the board and live across every branded touchpoint. It appeared everywhere from the college website and social media to posters and information booklets.

The final piece centers on the idea of connection: the thread that runs through every discipline, collaboration and discovery that happens at ComArtSci.

Under our roof,
Connections are forged daily.

Between scholars and creatives,
Between scientists and entrepreneurs,
Between disciplines and departments.

Here, theory and practice go hand in hand.
Passion and profession are one in the same.
Inclusion and collaboration go without saying.

We are home to researchers and copywriters,
Realities both virtual and physical,
The telling of stories and the dissemination of truths.

We are the College of Communication Arts & Sciences.
Fine minds discover what’s possible.
Queries find their answers.
Connections form and strengthen.
Under our roof.