Bringing the drive to discover home to Minnesota’s doorstep.
Twelve years ago, “the U” debuted its signature brand platform – Driven to Discover® (D2D). Clouds parted, angels sang (the Minnesota Rouser). After 156 years, the U’s 18 schools galvanized around a single idea. The work felt more like a technology brand than a sleepy institution. Ads featured U researchers answering questions submitted by the public, showing how their work was answering Minnesota’s biggest concerns. The U was united. The U was connected to Minnesota. The U earned a gold Effie.