The University of Rochester (URochester) is a
research and creative powerhouse, from advancing breakthroughs in optics to producing Pulitzer Prize-winning musicians.
However, the university’s breadth of impact — across seven schools, 60+ research centers and academic health system — made unified storytelling a challenge. URochester partnered with Additive bring the institution together as “One University” speaking with a single, resounding voice.
Key Deliverables
Building on URochester’s robust market research and rigorous strategic planning process, we conducted extensive primary and secondary research to deepen understanding of the University’s strengths and opportunities.
More than 80 leadership, staff, students and alumni shared insights with us through interviews and discussion groups. We also reviewed URochester’s communications and peer landscape to assess opportunities for greater distinction.
Our findings uncovered URochester’s unique role in sparking curiosity and creativity to fuel discovery. Here, students are encouraged to wonder across disciplines and forge their own paths to make the world ever better. Guided by these insights, we developed a unifying brand strategy and conducted validation research to confirm clarity and resonance with key audience.
We then translated the brand strategy into a clear brand architecture and compelling story and visual identity. Together, these assets connect all that URochester has to offer — visually, verbally and experientially.
URochester began rolling out its refreshed brand in 2025, aligned with its 175th anniversary. Alongside the launch of a new brand asset management system, equipped with tools, templates and trainings for university communicators, URochester unveiled a new website and activated the brand across key markets, from Rochester International Airport to major urban train stations and New York City buses.
Additive continues to partner with URochester to bring the brand to life through high-visibility touchpoints, including the prospective student viewbook, livery and targeted campaigns, as well as through close collaboration with the academic health system and schools.
With clear brand guidelines and a comprehensive messaging toolkit in hand, URochester is poised to strengthen its global reputation — and embark on the largest fundraising campaign in its history.
