For 136 years, the University of Idaho has addressed Idaho’s pressing challenges with one goal: improving the lives of every Idahoan, from improving healthcare to investigating wildfire prevention to securing our energy infrastructure. In our key brand campaign video, we captured the authentic spirit of Idaho is Idaho.
+ Video and Photography
+ Creative Strategy
+ Advertising
U of I set out to show its value to every Idahoan. This campaign highlights groundbreaking research initiatives, from agricultural innovation to technological advancements. Illustrating how research fuels Idaho’s economy and improves lives far beyond the campus.
“Over the past 5 years the Duft Watterson team has completely rebuilt our brand positioning and messaging approach across all deliverables including a massive website redesign. The way we look, the way we tell our story and the strategy behind our reach and impressions that has attributed to our growth is a testament to the expertise the Duft Watterson team has brought to our brand.”
U of I wanted a brand campaign that didn’t look or feel like every other university brand campaign. You know, the ones that show their brick buildings, classroom scenes, smiling students on the quad and the surrounding landscape.
Our messaging strategy was built on three pillars: inspirational, informative and insightful, highlighting the scale of U of I’s contribution to the state’s heritage and showcasing the practical, real-world benefits of U of I research and outreach. We needed to show that the U of I is woven into the fabric of Idaho.
In our key brand campaign video, we bottled the authentic spirit of Idaho—outdoor enthusiasts, innovators and families who’ve been here longer than the trees. The campaign showcased that U of I has its fingerprints everywhere; the food on the table, the energy powering the home and the technology driving the local economy are all touched by U of I. If it moves, grows or glows in Idaho, odds are U of I’s had a hand in it.
Let's create something unforgettable.
