Business Challenge.

The university had developed strong foundational brand elements, but they had trouble clearly conveying that message in their marketing. The phrase “TRUE EMU” was being utilized consistently across all platforms, but they needed help getting their audience to understand what that truly meant.

Brand Essence.

Be Your True Self.


It was important that we transformed the brand voice to be more direct, and that the tone reflect the heart of the university and its students. We worked with the team at EMU to recruit real students to be featured in the work. Through our Brand Ambition Mapping, we uncovered an emotional trigger that students we’re consistently identifying with: they believe they aren’t like everyone else — they are discovering how to unapologetically be themselves. Capturing their stories, we could feel their passion, their tenacity, and this is what became the driving force behind “TRUE EMU”.


7% increase in undergrad applications since campaign inception. 8% Increase in positive brand perception year over year in attitudes and awareness study.