The University of Delaware’s Athletics Department had a problem. How do they make a student, recruit, parent, or donor understand the electric energy and unstoppable passion everyone immediately felt the moment they stepped foot onto campus? Naturally, they turned to the team at Munroe for a voice and a brand to rival even the fiercest competitors.
In order to inspire audiences on campus, in the stands, and beyond, our first task was to create a platform leveraging UD’s rich history while setting the tone for the future by enabling seamless, consistent brand execution across all athletics programs and the university at large. “Blue Hen Built” became a tagline expressing the pride, passion, and character students and athletes at Delaware’s flagship university embody and reminds all that it’s a place, a feeling, a school, and a program that won’t be denied.
We gave Blue Hen Built a gritty look and feel that evokes toughness, work ethic, and unpretentious determination born of substance over style, drawing on the fearless pride that each student brings, and the action inherent in sports and high-standard academics. Paired with bold language, it exemplifies the exceptional essence of UD.
Such a compelling voice and identity allowed us to easily roll out the campaign into other spaces. From print, out of home, and experiential to social and digital channels, each execution built upon the others, creating a campaign that was undeniably compelling.
While athletics was the main thrust of the work, aligning with and complementing UD’s academic and institutional messages was also important, as well as creating a brand playbook to guide their in-house marketing team on how to continue the campaign.