"The University of Vermont (UVM) launched the Gund Institute for Environment five years ago with the ambitious mission to mobilize scholars and decision-makers to understand and tackle critical environmental challenges. By year three of operations, it became clear a new brand strategy was needed. Our initial brand work saw us through a successful launch, but as the Institute grew in prominence and external focus, we needed a clearer distillation of what makes the Gund Institute unique, key messages that speak to government and industry partners, a compelling pitch for grad students considering UVM, and tools for our globally influential board members to be Gund Institute ambassadors.
To meet these needs, Gund staff launched a five-month process to clarify, articulate, and elevate our brand story. This efficient, cost-effective project involved deep listening to stakeholders, competitive analyses, and focus groups exploring potential brand pathways.
The resulting brand strategy centered around the compelling idea that this is an organization focused on "Research That Inspires Action." The inspiration for this positioning came directly from the Gund community. Our scholars aren't producing research for research's sake, they are unlocking the answers that will help society tackle the most urgent environmental problems.
Armed with this clarity, we created new brand guidelines, and a new brochure, and have been rolling out the strategy across materials, events, and spaces. This work has already inspired action across key priorities, including $5.5 million in new fundraising, important new partnerships, and a 45 percent increase in student applications."
From the Judges
Overall, the messaging and vision are clear and meaningful. Judges think it resonates with their target audiences 100 percent. The imagery is spot on. Sound strategic process. Used data to make creative decisions. Nice execution.
