EverGREEN, the Campaign for UVU

Opportunity

Coming off the institution’s 80th birthday and 15th anniversary as a university, Utah Valley University embarked on its inaugural comprehensive fundraising campaign in 2022. UVU educates more students than any other higher education institution in the state, and with over one-third of students being the first in their family to attend college, a mix of two- and four-year programs, and a steadily-growing student body, the university is the workhorse of Utah’s workforce. The philanthropic impact of the campaign would allow UVU to remain agile with its educational options and build opportunity for generations of Utah families.

Insight

When researching the 80 years, six institutional names, and several locations of UVU, I discovered a recurring theme — the institution adapted to every challenge that came its way. What started as a small technical college founded during the prelude to World War II has since grown into the state’s largest university, and while the programs have evolved to include emerging technologies (like a graduate-level program in applied artificial intelligence), the roots of the university remain.

During visual ideation, I visited university Special Collections and dug through the archives for images and stories. I also drew inspiration from The Roots of Knowledge, a stained glass installation on the university’s Orem campus. The artwork tells the story of human innovation and is bookended by bristlecone pines, some of the oldest trees in the world. They survive through grit, resilience, and adaptability, echoing the university’s history.

Solution

Campaign Story

I landed on the name “EverGREEN” because it told several facets of the UVU story. First, evergreen trees are able to withstand harsh conditions due to adaptations that give them the grit and wherewithal to persist. This references the university’s evolution.

Second, “evergreen” is used to describe things that are timeless and consistently relevant. This perfectly describes UVU’s education, where the knowledge and skills attained change lives. By contributing to fundraising initiatives, donors are contributing to the programs, spaces, and scholarships that allow the university to stay relevant in perpetuity.

Third, a quote found within the Roots of Knowledge connected trees to the transformational impact of philanthropy. Often quoted as a Chinese proverb:

Fourth, and most simply, the name stands out because UVU is the only Utah university to use green as its primary color.

Visual Language

When crafting the visual elements for the campaign, I used an abstracted, modular style. This referenced the buildings of the Orem campus, which are layered due to the former gravel quarry they were built on. The campaign logo was inspired by the simplified tree mark I had pitched, with the final mark being another variation built in collaboration with other campus marketers. The mosaic patterns were modified annually and built upon each other as the campaign progressed.

To provide contrast within the typography, I juxtaposed the university’s industrial typeface with an asymmetrical, storybook font. This created warmth and was distinct from the typefaces in the university’s main branding, providing a distinct feel for campaign assets.

Grayscale and contemporary images were paired to show the evolution of the university. I sorted through thousands of film negatives in the university’s archive to curate the visuals.

Results

Through engaging storytelling, the EverGREEN campaign has made a profound difference for UVU students. We secured record fundraising numbers which powered student scholarships, new programs, innovative spaces. EverGREEN also reached beyond the university, resulting in an increase in first-time and alumni donors.