University of Texas Rio Grande Valley Project: D2C Regional Advertising Campaign
Industry: Higher Ed
Audience: High school, college, and graduate students; parents; regional businesses

UTRGV sought to strengthen student engagement, expand community partnerships, and elevate program awareness. We positioned the University as a catalyst for achievement and innovation, creating an anthemic campaign rooted in regional pride, credibility, and forward momentum. Context • Strategic Positioning Development
• Campaign Narrative & Messaging
• Creative Platform Design
• Multi-Channel Campaign System
• Community Engagement Applications Criteria

We developed the “We Will” narrative and messaging system, establishing an anthemic voice to unify positioning, clarify purpose, and translate strategy into a shared expression of ambition, pride, and forward movement across audiences. Campiagn Toolbox Narrative & Messaging

Graphic Foundation Uniform CTA scale and type treatments establish a clear hierarchy, guiding attention with precision and creating a consistent visual rhythm.

Tiered Photography We chose black-and-white photography as the brand’s primary visual language, emphasizing journalistic honesty through real, unproduced moments.

Duotone Technique We applied a duotone technique to incorporate UTRGV’s primary color into imagery, creating a clear separation between visuals and messaging.

Headline Marquee The graphic marquee bar symbolizes step and progress—students taking the next step towards a new life, anchoring the campaign with a consistent point of focus.

Copy Tone In partnership with writer Jill Palmquist, we shaped a bold, declarative voice anchored by the unifying phrase ‘We Will.’

We extended the campaign across print and social channels, adapting the creative platform into targeted storytelling designed to build awareness, strengthen engagement, and reinforce the University's role within the community. Engagement Applications Magazine and Social Marketing

We translated the campaign into high-visibility environmental placements, creating bold, accessible messaging that elevated brand presence, strengthened recognition, and amplified the University's impact across the region. Out-of-Home

As the campaign's highest-profile expression, the Super Bowl commercial transformed the platform into an emotional brand narrative, celebrating regional pride while elevating awareness, credibility, and cultural relevance on a national stage. Superbowl Commercial

The campaign exceeded enrollment goals by more than 1,000 students, enrolling 29,000+ in fall 2015 and generating 3,000 medical school applications for 50 coveted seats.

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