TU Brand Identity
Elevating Towson University's Appeal
As Maryland’s second-largest public university, Towson combines real world opportunities with exceptional value—but for years, many high-schoolers were overlooking it as a viable option. We used bold designs and inclusive messaging to build a sense of community and highlight TU’s outstanding mentorship and experiential opportunities. As a result, locals felt a greater sense of possibility at TU, and the university saw a powerful increase in parent engagement, applications, and enrollment.
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Roar with Us
We started with an identity system that inspired pride in students, faculty, and staff, and attracted newcomers to see the progress being made all around campus. Then, we executed a multi-phased campaign that raised brand awareness among both local and out-of-state prospects, outlining the countless opportunities—both on campus and in Baltimore—to add dimension to their college experience and prove that TU isn’t just a university, but a thriving community of lifelong connections.
5 Year Benchmarking Results
- +30% Current Students Who Believe Diversity & Inclusion is a Top Strength of TU (Core Goal of Brand Positioning)
- 81% Prospective Students Who Believe TU Brand Identity is Strong
- #1 Perception Among Community in Relation to Other Schools Surveyed
- 1/3 Community Members Can Identity Brandmark
TU’s New Brand Named ‘Best Rebrand Campaign’
The university’s dynamic new identity was honored by the American Marketing Association Baltimore chapter.
