The Hawkeye Way

RESEARCH

Mutually Exclusive?

Widely known for its esteemed medical system, renowned Writer’s Workshop, Big Ten athletics, and accomplished performing arts programs, the University of Iowa wears a lot of hats. The downside to being so many things to so many people is a loss of unifying identity. The university’s biggest battle was between those who believe the institution exists primarily to serve the state and those who think it should focus on its national and international influence (happy problem to have, dare we say!).

STRATEGY

Come Together

After conducting workshops, focus groups, and a quantitative survey with thousands of members of both the university community and external influencers, one thing was clear: the University of Iowa cannot be just a state university or solely a national institution—the success of each depends on the other. We developed The Hawkeye Way brand essence that emphasizes how the university is bringing the best of the world to Iowa, and the best of Iowa to the world.

MEDIA

The Way We Live

We kicked off the launch with some nice big billboards introducing the new brand in key recruitment areas. That was followed by a national TV commercial showing Iowa faculty, staff and students at work across the state and around the world, plus a recruitment video that uses natural sound to capture the daily experience of The Hawkeye Way on campus.