For The Difference

The University of Denver was ready to announce an exciting new expansion—The James C. Kennedy Mountain Campus, 724 acres of abounding natural forest north of their urban campus. The Kennedy Mountain Campus would become an essential aspect of DU’s strategic initiative, the 4D Experience, helping to enhance values found at the core of student life. This expanse would serve as a space where DU could continue to invest in holistic learning, teach students to lead purposeful lives, and illustrate the importance of wellness. But with this new campus came the need to develop strategic messaging that would help DU define its value.

Integration became the most significant consideration in developing a concept for DU. Messaging for the Kennedy Mountain Campus needed to drum up interest and excitement while at the same time match DU’s existing brand and voice. We wanted to present both the mountain and urban campuses as equal counterparts—two vastly different spaces working in harmony to contribute to the same student experience.

We began by asking ourselves, what are the commonalities between the three most important aspects of the University of Denver’s existing message? What elements are present in the Kennedy Mountain Campus, the 4D Experience, and DU’s existing brand for the Difference? Guided by the common themes that emerged, heavy started writing, producing, and editing a teaser video that the university’s Chancellor used at the announcement of the Kennedy Mountain Campus. As the new mountain campus gained momentum, we helped DU put together a full campaign. This included the creation of advancement and enrollment brochures, a unique landing page on the DU website for prospective students and DU community members, and a second film that captured the mountain campus’ limitless potential and distinctive qualities that would bring the 4D Experience to life. With an established mission for the Kennedy Mountain Campus, the DU community better understands how the mountain campus situates with the university’s institutional goals.