From establishing the nation’s first information sciences school to creating the first interdisciplinary university center for veterans and their families, Syracuse University embraces a tradition of getting to the future, first. With 13 schools and colleges, over 200 majors, and an impressive legacy of academic, athletic and alum achievements, telling a cohesive story became a challenge. Syracuse University engaged Additive in a long-term partnership to unify its brand and show the world what “Orange” can do.
Key Deliverables
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. Findings revealed that Syracuse University isn’t a step before the “real world”— it’s where students start to shape it.
With this key insight in mind, we developed a new strategic platform to connect diverse schools, units and departments under one unified brand that connects exploration and action to go beyond what is possible. We then developed a reinvigorated voice and messaging, a refined visual identity and a reorganized brand architecture, to elevate the brand across all expressions and experiences.
From 2020-2024, Additive partnered with Syracuse University to make the strategy real across a range of contexts. Key deliverables included a new admissions recruitment video, a viewbook, branded banners, signage and livery, and the environmental design of admissions spaces. Additive also developed campaign taglines, communications plans and collateral (from social media posts to landing pages to brochures and banners) for the university’s sesquicentennial, as well as its $1.5 billion “Forever Orange” comprehensive campaign.
Through socialization and training, Additive helped Syracuse University rally around the new brand, which they began implementing publicly in summer 2019. There was immediate excitement and support from the Orange community: for the 2019 Boost the ’Cuse campaign launch event, they exceeded their goal reaching 5,000 donors — inspiring 8,064 donors to make a gift in just 44 hours. In total, the launch garnered $2.6M in donations, compared to the previous year’s $1.8M. Additive continues to partner with Syracuse University on brand health tracking, strategic messaging and brand activations.
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