BSU is a four-year state university in northern Minnesota that was often overlooked by prospective students who were wowed by larger schools with higher-profile sports programs or world-renowned research centers. At a time when every new enrollment mattered more than ever and with a fresh strategic roadmap in place from its leadership team, it was time for Bemidji State University to find its place.
We started by refining the brand purpose, positioning and personality. The core insight: no other university in Minnesota can claim the sense of place that BSU offers – nestled in Minnesota’s Northwoods, the spiritual sense of place influenced by the three Ojibwe tribes that surround the campus, and students’ internalized sense of place when they find their own role in the world.
We then carried that deeply authentic and emotional position into a brand identity and campaign direction that would differentiate the university, and inspire its community, for years to come.
“Bemidji State University chose Adventure for its recent brand identity project following a highly competitive RFP process. They more than delivered on our project – they showed an ability to quickly understand the university and the goals of our campaign, which we attribute largely to the amount of background research their team did during the discovery phase. During the project, the Adventure team was inquisitive and creative, and the end result was a brand strategy and set of guidelines that speaks deeply to the university’s core identity. We could not be more pleased with our partnership.”
Andy Bartlett
Executive Director of Communications & Marketing
Bemidji State University
Brand Identity
Digital, OOH and Print Campaign