Introduction

Washington University in St. Louis, Athletic Offices

WashU Athletics engaged Advent at a moment of transition. In 2017, the Division III program hired a new athletic director and would soon replace a longtime chancellor and two longtime coaches. This represented a pivotal moment to understand and communicate the WashU story and brand that continues no matter the personnel. Through this partnership, WashU clarified a set of differentiators compared to similar institutions in the Ivy League and University Athletic Association. The Bears embraced a language to tell the story of the rare top-20 academic institution that competes for NCAA team and individual championships in nearly every sport.

Through the course of two days, Advent interviewed dozens of WashU Athletics stakeholders from the chancellor and professors to coaches and student-athletes. Through a brand analysis report and presentation, WashU crystallized its story and developed the pillars of its brand promise. Advent then partnered with WashU to visualize what it learned in the brand analysis report through the production of a video asset as well as designs in the athletic offices.

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