The Work
With insights gleaned from thorough research and a powerful collaboration with the MSUM team, we built a brand archetype for the university that mapped a straight line to a breakthrough creative strategy — a daring generational call to action: Unfollow.
The combination of our Intelligence Engine and creative practices, along support from our ambitious client, led to a new brand position and creative work that walks the strategic talk.
The Unfollow campaign became an instant hit with MSUM students, faculty, and leadership. We didn’t simply break from the approach so many other institutions take—we deliberately ventured in the opposite direction, with messaging that resonates with the type of free thinkers MSUM aspires to attract.
