Brand Development and Implementation

The University of Detroit Mercy was facing a challenge: Their brand had become static and diluted. The once vibrant, community-centered institution needed our help in identifying and effectively communicating their brand essence through a comprehensive discovery process and carefully executed integrated marketing plan and implementation.

The University of Detroit Mercy, Michigan’s largest private Catholic university, has been providing their students with a world-class education since their founding in 1877. By offering over 100 majors and programs through seven schools and colleges, the University had a strong institutional foundation on which to offer an excellent academic experience.

They just needed to let the world know.

After extensive research, including one-on-one interviews, surveys and focus groups, BD&E developed a new comprehensive brand and marketing strategy to more accurately reflect who they serve. Integral in a city-wide revival, and located in the downtown area, it was critical to align the University with the historical strength and hard-work ethic inherent to the city of Detroit.

The revitalized University brandline—Build a Boundless Future—speaks directly to forward-looking prospective students who are willing to work hard to achieve exceptional goals. In addition, BD&E recommended a new, more concise brand name—Detroit Mercy—that solved a problematic identity challenge. All of this then spearheaded a new voice and visual identity for the University. Tactical implementation brought the new brand to life through recruitment, on-campus and development communication materials, environmental campus graphics, advertising and digital media, print, video and broadcast.