Detroit Mercy is synonymous with all that Detroit has become. It’s robust, vibrant, and optimistic. Through a series of campus visits and comprehensive interviews, BD&E worked to craft a brand position that remains authentic and mutually beneficial to the University of Detroit Mercy and the city of Detroit alike.
The brandline “Build a Boundless Future” inspires a new way of doing things in Detroit. While encouraging students to invest wholeheartedly in their future, it simultaneously calls upon the community to continue building the city up to its greatest potential.
BD&E developed a dynamic new logo and accompanying brand attributes, which, coupled together, indisputably tie the University to the City of Detroit. Detroit Mercy’s new brand is consistently showcased in a wide array of applications and media. The logo is the face of the school and is now everywhere: on campus, worn by students who proudly sport new sweatshirts and hats; off campus, displayed prominently on billboards throughout the region; and on all of the popular social media platforms. Build a Boundless Future!
Admissions Marketing Collateral
BD&E worked with the University to produce an admissions video that showcased the boundless opportunities accessible to Detroit Mercy students. This video allowed prospective students to grasp the true essence of the University, a place that is hardworking, enthusiastic, and service oriented. Along with snapshots of the bustling city and vibrant campus life, we incorporated moving chevron elements. These subtle movements connote an aspirational feeling of advancement — both the University and its students within a city rising ever higher.
We incorporated Detroit Mercy’s many impressive feats with stunning images of the campus in a way that is easy for the audience to digest, across a multitude of platforms. We developed a viewbook, brochures, admissions postcards, campus banners, bookstore apparel, billboards, and more.
In rolling out a new brand, there’s nothing like broadcast TV to demonstrate all the University has to offer. Showcasing different programs, the beautiful campus, and downtown Detroit, BD&E wrote, directed, and produced two spots: “A New Era” and “Are You Ready?” Featuring faculty and students wearing fashions emblazoned with the new logo, the new spots fully capture the energy and opportunity found at Detroit Mercy. BD&E also coordinated the media buy for the metro-Detroit area.
Detroit Mercy Law Viewbook
The Detroit Mercy Law viewbook is a tangible and informative doorway into the University. Through a harmonious combination of photography, information, and student stories, prospective students will quickly learn what the school has to offer and how it will positively impact their entry into the world after graduation.
Detroit Mercy Law Alumni Magazine — “The Docket”
At the forefront of communication between graduates and an institution is the alumni magazine. Keeping alumni informed and engaged with their alma mater is an important development tool that leads to the overall well-being of the school and helps drive admissions. BD&E has worked closely with University of Detroit Mercy School of Law’s communications staff on a complete redesign of the magazine and the annual design and production of new issues.