This brochure is a tool that development officers can use, when talking to donors about potential major gifts, to describe the U’s fundraising campaign, campaign priorities, the impact gifts will have, and how specific colleges/campuses/units fits into those goals (the pocket on the inside back cover is for college/campus/unit inserts).
We wanted the Driven brand to stand apart from predictable higher-ed writing and design swimming in ivy-covered brick and smiling students on the quad. We wanted Driven to reflect the sense of adventure and closeness to nature that our state is known for. This campaign is a journey to solve the world’s grand challenges, and its creative expression should inspire donors to join this quest.
From a branding perspective, the brochure embodies the visual identity of the Driven campaign–an identity that’s reflected in other campaign materials such as the campaign website (driven.umn.edu), campaign videos, and college/campus/unit cases.