About the campaign
Discovering their greatness
With the most significant, broadest audiences in history having complex conversations regarding racial inequality, Grambling State University wanted to position itself as a modern leader to produce future black leaders who will elevate generations to come. This campaign and tagline “Make it Gold” is designed to open people’s eyes to the life-long connection to the power, promise, and progression of a profound legacy and dynamic network. In short, Grambling State University positioned itself to own the domain of providing leadership when and where it mattered by significantly increasing fundraising dollars. To make this positioning a reality, we inspired corporate sponsors and alumni to invest in a vibrant, innovative, and equitable society rather than just an institution.
The campaign system
Gold: A symbol of value and success
We celebrated the diversity of leadership within the GSU community through the authentic, empowering, and vibrant photography of Idris Talib Solomon. The new campaign system allows GSU to look like the leader it is. The metaphor for using gold indicated that when someone invests in GSU’s advancements, they assist in turning the next generation of future leaders into gold. The bold use of gold, empowering photography, and inspiring messages displayed GSU’s profound legacy across every brand touchpoint.