Select Page

UNIVERSITY OF NORTH DAKOTA /

Leaders in Action.

Assessment /
Research /
Strategy /
Positioning /
Messaging /
Architecture /
Consulting /

Assessment / Research / Strategy / Positioning / Messaging / Architecture / Consulting /

The Project

Facing budget constraints, increased regional competition and mounting public skepticism regarding the value of a liberal arts education, the University of North Dakota [UND] needed to regain control of its brand narrative and shift perceptions by expressing the true value of a comprehensive educational experience.

How We Won the Heart

Following months of brand research, stakeholder surveys, leadership interviews and focus groups, we uncovered a significant brand truth: UND graduates are in perpetual demand because they are prepared and committed to working hard, making an impact and leading.

The resulting Leaders in Action brand platform encapsulated not only the hardworking spirit of North Dakotans, but the profound leadership skills obtained through a comprehensive liberal arts education.

By pairing the leadership and critical thinking skills taught by the liberal arts with the hands-on, experiential approach to research and discovery, Leaders in Action effectively captured the impact of the UND educational experience.

“It’s not enough that we hold the University of North Dakota so dear to our hearts. It’s time we share this sentiment with others.”

—President Mark Kennedy, UND

“It’s not enough that we hold the University of North Dakota so dear to our hearts. It’s time we share this sentiment with others.”

—President Mark Kennedy, UND

WORK /