University of Minnesota Extension was on a mission to deliver University science-based knowledge, expertise and training to all Minnesotans. Unfortunately, their efforts were being compromised by a weak brand. They had hundreds of research and education programs with independent visual identities—many failing to consistently identify as a part of UMN Extension. Over time, they’d accumulated over 40 different program logos. To add to the challenge, 75% of their marketing materials were being created by staff with little to no formal design training and spread out across 100+ locations statewide.
Extension’s diluted branding had led to confusion among their audiences, a deteriorating perception of quality offerings and reduced visibility for the University. This prompted UMN Extension to launch a comprehensive brand initiative, and they selected DRIVE as their partner in this organization‐wide rebranding effort.