Portland State University | Brand Campaign

The story at the heart of Portland State University’s Spring 2020 Brand Campaign is direct and powerful. Relevant and deeply rooted in the cultural context of the past decade, their story is one of defining issues we all face like inequality and climate crisis; of leading with ethical education and catalyzing a social movement. Their story is one of change.

Our team crafted a brand narrative of an innovative, values-based institution that is emboldening people to think and act more broadly, courageously, and confidently, to bridge the gap between the world we have today with the future we all need.

The art and copy work in tandem to communicate a sense of urgency, and taps into an identity and attitude for the school, one that is arresting and an interruption of the status quo. It embraces an ethos of access and diversity, and the power of every person to effect change in one another and the world. The tone of voice is strong, inclusive, and driven, with headlines that are inspiring and a call to action. This is complemented by the brand’s art direction that is decidedly simple and striking: bold color, unapologetic colorway combinations, big active type, and photography that is emotive and human-centered. All while feeling relatable and grounded in the city of Portland and the progressive mood of the Pacific Northwest.