University of Texas Rio Grande Valley
Higher Ed B2B Regional Advertising Campaign
Creative Strategy / Identity Design
UTRGV needed to engage students, connect with local businesses, and build program awareness. We positioned the university as a confident, forward-looking force (a new University for the 21st Century) for achievement and innovation across the Rio Grande Valley.
Creative Strategy
Concept Development
The “We Will” campaign takes an anthemic, community-centered stance—rooted in Latino pride and driven to inspire confidence, credibility, and forward movement.
Identity Design
Photography & Tiered Approach
We chose black-and-white photography as the brand’s primary visual language, emphasizing journalistic honesty through real, unproduced moments that feel authentic and true to life. Building on this approach, our tiered photography system guided every on-location shoot, ensuring each department—Coastal Studies, Manufacturing, Medical/Research, and Stargate—was fully represented.
Tier 1
Used as the defining image across all advertising. Subjects are iconic and intentionally composed, setting the emotional tone and visual standard for the campaign.
Tier 2
Used as supporting imagery within the campaign. This tier brings the viewer closer to the subject, balancing connection with space for graphics.
Copy Tone
We Will – Gain a depth of knowledge.
We Will – See new horizons.
We Will – Discover the incredible.
We Will – Make change.
In partnership with writer Jill Palmquist, we shaped a bold, declarative voice anchored by the unifying phrase ‘We Will.’ The copy celebrates Latino identity and shared aspiration, turning each academic discipline into a statement of possibility and progress.
Duotone Technique
We applied a duotone technique to incorporate UTRGV’s primary color into imagery, creating a clear separation between visuals and messaging. This streamlined each layout, allowing audiences to focus on key points instantly and visually unify the overall look.
Graphic Asset Development
The graphic marquee bar symbolizes step and progress—students taking the next step towards a new life. It anchors the campaign with a consistent point of focus while adding movement, energy, and bold visual confidence.
Graphic Foundation
Uniform CTA scale and type treatments established a clear hierarchy, guiding attention with precision and creating a consistent visual rhythm across every touchpoint.
Applications
