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Throughout 2018 and 2019, Syracuse University and Additive engaged in extensive quantitative research and conversations with prospective audiences, parents, faculty, alumni, partners, community members and leaders to better define Syracuse University’s promise to students, its role in the community, and its impact on the world.
Because of Syracuse University’s inverted academic model, high student engagement inside and outside of the classroom, athletics-fueled spirit and the impact of its powerful network, it was clear that Syracuse University isn’t a step before the “real world”— it’s where students start to shape it. In other words, Syracuse University is where game changers connect exploration and action to go beyond what is possible.
With the strategic platform as the foundation, we worked with Syracuse University to bring it to life through robust messaging, a reinvigorated voice, a refined visual identity and a reorganized brand architecture, connecting everything from communications to school signatures under one unified masterbrand.
Key Deliverables
Phoenix Children’s wanted to ensure that patients and families could quickly connect to the care they need, especially given the stress and worry that can come with having a child who needs medical care. Working together, we developed a comprehensive brand architecture system for naming campuses, clinical locations and other offerings, resulting in greater consistency and a more seamless patient experience. Simultaneously, we evolved their visual identity and guidelines, building on Phoenix Children’s current brand equity while creating versatility — not only across offerings, but also audiences and formats.
To supplement the refined visual identity system, we also created graphic elements, data visualization and two illustration styles — for professional and consumer audiences. Together, these updated elements give the entire health system a warm, welcoming look and feel that reflects the patient and family experience at Phoenix Children’s.
We then partnered with Phoenix Children’s to crystallize their organizational and brand strategies to further elevate their current strengths and achieve their future goals. This process involved qualitative interviews with key stakeholders, a quantitative employee survey, and a rigorous review of in-house and peer communications. To activate and amplify the strategy, we crafted both universal and audience-specific messaging to show how Phoenix Children’s is advancing hope, healing and the best healthcare for children and their families.
Through socialization and training, Additive helped Syracuse University rally around the new brand, and as early as summer 2019, they began implementing the new brand strategy publicly, from campus banners and the prospective student admissions experience to the 150th anniversary and Forever Orange campaign.
For the 2019 Boost the ’Cuse campaign launch event, they exceeded their goal to inspire at least 5,000 donors to make a gift with a total of 8,064 donors — in 44 hours. In total, the launch garnered $2.6M in donations, compared to the previous year’s $1.8M.
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