Berkeley, a renowned institution with a deep commitment to sustainability, seeks to amplify its leadership in this critical area.
Their existing communications, while informative, lacked the emotional resonance and visual impact needed to truly inspire action and ignite a broader interest in sustainability.
We dreamed up a bold. multi-faceted marketing campaign centered around Berkeley Bright Futures, an imagined sustainability initiative designed to galvanize the campus community and beyond.
THE CHALLENGE:
OUR SOLUTION:
University of California, Berkeley
Illuminating a Brighter, Greener Future
A Compelling Narrative
We crafted a narrative that positions Berkeley Bright Futures as a dynamic hub where the brightest minds from across Berkeley - students, faculty, and community members - converge to co-create innovative solutions for a sustainable future.
This narrative taps into the university's core values of innovation, social responsibility, and environmental stewardship.
Visual Storytelling
We developed a vibrant visual identity for Bright Futures that extends across all campaign assets, from digital and print advertising to social media and campus signage.
The visual language incorporates imagery that captures the energy and optimism of the initiative, such as students working collaboratively with faculty to launch sustainability projects that take shape on campus and extend to benefit the greater Berkeley community.
Experiential Campaign
We designed a series of interactive events and activations that brought the Bright Futures narratives to life to transcend traditional presentations.
Our campaign highlights include a high profile launch event with student presentations, faculty panels, and comminty workshops, all centered around sustainability themes.
Our campaign strategy was threefold:
Campaign highlights
Interactive Installments
Picture a series of interactive Bright Future-branded kiosks scattered around campus, each focusing on a different sustainability challenge – like composting or promoting sustainable transportation.
Students use these kiosks to learn about challenges, brainstorm solutions, and vote on the ideas they find most compelling.
These installations serve as conversation starters and provide valuable data on student concerns and priorities, helping to shape the direction of future Berkeley Bright Futures initiatives.
Launch Event
Students kick off each semester by submitting project proposals related to sustainability challenges on campus or in the community.
The university hosts workshops and networking events to facilitate team formation, brining together students and faculty from different disciplines to work together. Each team has a student and faculty leader.
Building a Greener Future
A series of hands-on workshops designed to empower students with the knowledge and skills needed to tackle real-world sustainability challenges.
These workshops would cover a wide range of topics, from sustainable gardening and renewable energy to green building design and circular economy principles. Students have the opportunity to learn from experts in the field, participate in interactive simulations and case studies, and even build small-scale prototypes of their own sustainable solutions.
Making a tangible impact
THE BRIGHT FUTURES INITIATIVE...
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fosters interdisciplinary collaboration by creating teams across various academic departments.
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provides hands-on experience bringing sustainability projects from concept to reality.
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actively engages with the community by tackling local challenges and strengthening Berkeley's community ties.
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develops essential skills in leadership, project management, and teamwork, preparing for successful sustainability careers.
The Berkeley Bright Futures campaign elevates the university's sustainability profile and creates a powerful platform for showcasing the transformative potential of collaborative action.
It is a testament to the power of marketing to drive positive change.
Disclaimer: This case study is speculative, created by Kanu to showcase our creative and strategic skills, without brand involvement.
Illustrations that support a structural narrative
We created a suite of illustrations that tell the story of how students would get involved in on-campus activities that support Bright Futures' vision.
We imaged a journey of a group of students that begins with student ideation sessions, which leads to the creation of an on-campus community garden and community cleanup initiative. The result of their idea is celebrated at an end-of-the-year showcase, where they present their findings to the greater Berkeley community.
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