From the Nominator
"The University of Louisville’s multi-year rebranding process—our brand evolution—culminated in a successful brand campaign launch in 2022. We were in need of a new brand strategy and platform that captured the essence of the university and would rally key audiences. We had been navigating numerous leadership changes, scandals and a fractured internal environment, while also needing to cohesively and distinctively tell the UofL story.
The purpose of the “Here & Beyond” campaign is to generate brand awareness and drive positive perception of UofL as a vital ecosystem that creates thriving futures for students, our community and society. Our integrated media plan, which included touch points across broadcast, digital, streaming, print, outdoor, social media, high-impact display and high-visibility digital partnerships, drove audiences to a campaign landing page. There, users could experience UofL’s distinctiveness as embodied and exemplified by our students, alumni and faculty—the Cardinals who are “leading the charge to help a better world take flight.”
Our television and radio ads highlighted our key points of distinction, including how UofL is redefining student success; creating and applying knowledge that improves lives; and our dynamic connection with the city of Louisville. Creative expression includes the iconic image of our school mascot, which was re-imagined through the lens of our brand value of “vitality” to convey the dynamic and enduring energy of the university."
From the Judges
The campaign stood out for its comprehensive rebranding efforts, successfully capturing the essence of the university and overcoming internal challenges. The strategic use of integrated media across various platforms, combined with a cohesive brand narrative and creative expressions, showcased UofL's distinctiveness and impact. The inclusion of original musical composition further added to the campaign's uniqueness. The campaign's ability to generate brand awareness, drive positive perception, and engage key audiences made it a deserving recipient of this recognition.