Work
University of Washington Environmental Stewardship
In 2006, the University of Washington began a campus wide grass roots campaign to refocus its position on the environment. Rebranding the campus is the first step in alerting students and faculty to the change.
The Problem
As the pre-eminent research university in Washington, the University of Washington and its faculty, staff, and students recognize that we share a responsibility to act as a positive force for the enhancement of the local and global environment. However, to make everyone aware of new practices would require more than a set of guidelines.
Approach
Because this was a monumental step in the life of the university, my team began with a broad survey of other universities around the country. Over the course of four weeks, we held brainstorming sessions to name the newly formed department and develop an identity mark.
Solution
Although our primary design effort was focused on establishing a universal brand, we outlined an expansion of this brand to account for use in multiple mediums. For example, recycling and trash bins, university vehicles, information kiosks, and a website that detailed all the steps the university was taking to become more green were proposed. We also worked to develop strategies, from formal press releases to grassroots and viral proposals to launch the campaign.
All content © 2008 Tom Futrell
