With great pride in the work accomplished and the partnership we’ve forged with our marketing colleagues at Towson University, we are elated that the TU rebrand was recognized during the 34th annual “MX” Marketing Excellence Awards.
The team at Towson University began the inclusive process of rebranding in 2017, engaging stakeholders and brand supporters in research and discussion. Through this work, they identified how to best tell their story with precision and passion. A thoughtful brand platform was developed, defining core attributes, values, and voice to help drive creative expression. With focus on their extraordinary momentum as Maryland’s fastest growing university, mentorship as the cornerstone to facilitating academic success, and the creation of opportunity as their central reason for being, TU hired Mission in 2018 to design their first new visual identity system in 20 years. Our charge was to pay homage to the University’s rich history and importance in the University System of Maryland, while energizing the brand to reflect these pillars in a way that was unique, authentic, and able to evolve. We needed to construct and establish a logo and visual language that was bigger, bolder, and braver than ever before.
The brand mark and visual system began rolling out across campus and throughout TU’s communications platforms in spring 2019, and will continue to gain strength and visibility as we forge forward into the 2019-20 academic year. We are excited to advance our work with the TU team, pushing the boundaries and exploring the possibilities for the University and the brand.