What is the value of the liberal arts at a STEM-intensive university—in a region, nation, and world shaped by technology’s rapid evolution? NC State University’s College of Humanities and Social Sciences worked to answer that question through a brand refresh and activation project that examined the human at the center. Informed by insights from multi-year research with internal and external audiences, the college developed a brand platform that foregrounds the human dimension of innovation. Clear brand pillars, narrative framing, and creative concepts are unified by the primary brand line “To ____ is human,” a flexible, discipline-spanning mantra that reframes the humanities and social sciences as not only complementary, but essential to progress. The college’s activation strategy, funded entirely by donors, developed high-profile touchpoints that challenged assumptions and sparked conversation, including a new premier speaker series, a brand anthem video embedded in admissions campaigns, a permanent mural, and campus environmental graphics. Internal brand training and guidelines ensured adoption across faculty, staff, and leadership. Results included a 238% increase in annual social media impressions, a sold-out crowd (727 tickets) for the college’s inaugural premier event, and broad community engagement—establishing a scalable model for sustained brand strategy in higher education.
From the Judges
NC State successfully met its goal of elevating the College of Humanities and Social Sciences through this refresh. Despite being a STEM-focused institution, they brought together sophisticated, data-driven marketing strategies and a well-executed event, resulting in a highly effective outcome.
