YOUNGSTOWN STATE UNIVERSITY
Brand Strategy

Located between Cleveland and Pittsburgh, Youngstown State University was brimming with big opportunities.

In everything it did, the YSU voice was assured: determined, ambitious, and eager to see its students leap forward and make their mark on the world. The University knew who it was, and was proud of it. Only now, it needed a branding campaign to convey this message to new and prospective students.

This is where we stepped in and did what we do best.

After conducting more than 30 hours of individual interviews with administrators, deans, faculty, and students, and after conducting an alumni survey that received over 2,300 responses, we found the linchpin to our brand platform. The insights we gained revealed an important narrative of roots, hard work, recovery, and community that we believed would appeal to anyone looking for an accessible on-ramp to the American Dream. From that belief, we created the Know Y brand strategy.

Know Y is a rallying cry, inviting all constituents to take a closer look at YSU. It provokes curiosity, sparks intuition, and encourages people to ask questions and learn more about YSU. Know Y seamlessly combines “Know Why” and “Know Youngstown State,” emphasizing the importance of understanding YSU’s purpose and connection to the region.

The campaign came to life through promotional materials and outdoor, radio, TV spots, and on-campus banners.

By focusing on purpose, student experiences, interdisciplinary opportunities, and experiential learning, BD&E helped YSU differentiate itself and attract students who align with its mission and values. The Know Y brand strategy continues to shape YSU’s reputation as a forward-thinking institution dedicated to student success and delivering an impactful education. 

And in its message, it ensures everyone has everything they need to easily answer the question “Why Youngstown State University?”

 And, now? Everyone Knows Y.