A Different Way of Storytelling

Most recruitment and marketing videos for schools strive for simple beauty: linear and drama-free. But that’s not how engineering works. The essence of higher education as practiced at Northwestern’s McCormick School of Engineering is complex and imaginative, different from the others. How can that be captured?

We knew we had to do something different to encapsulate our mission and serve different audiences, from prospective students and faculty to alumni and donors. But we didn’t know what that new way would be.
— Kyle Delaney, Executive Director of Strategic Initiatives and Marketing, Northwestern Engineering

There are other points to consider. Northwestern’s new branding standards need to be quickly grasped and interpreted with respectful creativity. Of course, return on investment is part of the equation as well.