Detroit Mercy

University of Detroit Mercy


Brand Development and Implementation




Research & Analytics
Brand Positioning & Messaging
Identity Development
Brand Launch Strategy & Planning
Integrated Marketing Campaigns
Print Design & Production
Video Development

BD&E positioned the University of Detroit Mercy to communicate their mission.

In 1990, University of Detroit consolidated with Mercy College of Detroit to form University of Detroit Mercy. With this significant union, the University lacked a strong brand identity to unify their students, alumni and staff with consistency.  Declining enrollment numbers were proof that the value of their diverse academic programs and deep city roots lacked awareness.

After extensive research, BD&E comprehensively repositioned the University by introducing a new name, logo, brand line, admissions collateral and media campaign that effectively captured their core values and communicated the prominent role the University plays in the minds, hearts and lives of the people of Detroit.

Through these efforts, Detroit Mercy was revitalized.

Detroit Mercy

BD&E helped develop a new comprehensive brand that communicated the University’s identity and reflected their core values.

Detroit Mercy
Detroit Mercy
Detroit Mercy Billboard
Detroit Mercy Signs
Detroit Mercy Brochure
Detroit Mercy Brochure
Detroit Mercy Brochure
Detroit Mercy Brochure


After successfully implementing the new brand and supporting collateral, Detroit Mercy saw an immediate increase in admissions, website traffic and student bookstore sales.


Exceeded enrollment goal by nearly 200 students


increase in website traffic

Awards & Recognition

Higher Education Marketing Report: 32nd Annual Education Advertising Award
Silver, for Admissions Advertising Campaign
Merit, for Undergraduate Viewbook
Merit, for University Logo

Higher Education Marketing Report: 33rd Annual Education Advertising Awards
Gold, for Admissions Recruitment Video

Higher Education Marketing Report: 5th Annual Education Digital Marketing Awards
Merit, for Admissions Advertising Campaign