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University of Minnesota Foundation

Ready to make a world of difference

UMFREA, a subsidiary of the University of Minnesota Foundation, is leading the redevelopment of a 15-acre innovation district on the Minneapolis campus. With collaboration at its very core, this initiative is ripe with life-enhancing promise for scientists, businesses and the general public. We were excited to create an inclusive brand as exceptional as the initiative itself, but we knew buy-in would be tricky.

University of Minnesota Foundation

Ready to make a world of difference

UMFREA, a subsidiary of the University of Minnesota Foundation, is leading the redevelopment of a 15-acre innovation district on the Minneapolis campus. With collaboration at its very core, this initiative is ripe with life-enhancing promise for scientists, businesses and the general public. We were excited to create an inclusive brand as exceptional as the initiative itself, but we knew buy-in would be tricky.

Insight

Brand inclusion is always important, but in this case it was absolutely essential. The brand needed to differentiate the district from others around the world but it also needed to resonate with a very diverse audience base.

Solution

To make sure all perspectives were heard and considered, we held Inclusivity Marketing™ workshops. We interviewed scientists, innovators and community stakeholders. We left no stone unturned in our efforts to create a breakthrough brand ready for breakthroughs in life.
Wayfinding
Wayfinding

Outcome

An inclusive brand strategy was enthusiastically embraced by a wide range of private- and public-sector stakeholders. A vibrant brand direction is now well positioned to make a world of difference.
Brand guidelines
Web design

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