University of Oregon
Showing the world how far you can go when you're built for speed
They say it’s not possible to build a perpetual motion machine — that everything that starts moving one day must slow down. And while that may be true in most parts of the world, it isn’t true in Eugene, where speed is in their DNA. As the University of Oregon raced onto a larger national stage as part of the Big Ten Conference, we set out to show the world how far you can go when you never stop moving.
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Everywhere we looked at UO, we saw the same thing – momentum, acceleration. Their athletes are unstoppable on the field and in their training; their researchers are restless to explore and innovate. The university is building, growing, rising, and this active spirit is part of their legacy – after all, Nike began with a waffle iron and a UO track coach’s idea. In uncovering their rich history and ambitious work, we realized that UO’s story of action is a story of impact. That the ideas that come from Eugene influence culture, education, the arts, and more. That UO does more than move – they move us all forward. And they do it with an individuality, a swagger, that few schools can match.
So we broke that idea down to its essence: We Make, You Go. That statement gave us the framework for a kinetic, action-driven mini-campaign to announce UO’s presence – and impact – to the Big 10 audience. Together, the campaign defines UO as a place that moves ideas forward, and shows the world everything you can achieve when you’re built for speed.
Concept
The campaign distills a big idea down to a few words, which can tell infinite stories as they’re paired with different imagery.
Using many faces of a single font allows us to integrate the copy into every environment.
