Aerial view of a vibrant university campus event with crowds, white tents, colorful gardens, and modern buildings at sunset.

Case Study

We Are Denver Campaign Concept

We Are Denver University of Denver logo on a red background with subtle topographic map pattern.

Overview

We Are Denver is a brand campaign I developed to foster a stronger sense of pride and ownership in the University of Denver. I completed it as a passion project while I was a student at DU and a member of the university's communications department.


The university had recently refreshed its brand, but the new identity was not resonating with the people it was built for. I designed a campaign that works within the existing brand rather than replacing it, and that unites students, faculty, alumni, and the broader Denver community around a single idea. Over two months, working on my own, I developed the full campaign, including its positioning, messaging framework, audience strategy, visual identity, brand voice, and applied concepts for merchandise, social, and print. Every image in the campaign is my own photography, captured on and around campus.

 

At a Glance

Type: Self-initiated brand campaign (concept)

Client: University of Denver (unofficial passion project)

Role: Strategy, design, and photography, completed solo

Timeline: 2 months

Tools: Adobe Illustrator, InDesign, Lightroom, and Canva

Deliverables: Campaign positioning, messaging framework, audience strategy, visual identity system, brand voice, and applied concepts for merchandise, social, and print

Cheerleaders and hockey player exchange toys at a rink fundraiser event with 'We Are The Difference' text overlay.
University of Denver campus buildings with iconic red D logo and church steeple against cloudy sky.
Graduates in black caps and gowns at a commencement ceremony with text reading We Are Scholars.
Calgary Flames players celebrate a goal on ice during an NHL game, wearing red and white jerseys.
Gold letter signage reading Community Relations on a textured stone building exterior with trees in background.
Aerial view of Denver's University campus with students walking on brick pathways surrounded by modern buildings and trees.
Hockey arena view with text overlay reading We Are Hall of Famers during an NHL game with fans in stands.
Group of young women in pink t-shirts performing on stage with text overlay reading We Are Performers.
Snow-dusted clock tower with golden clocks rises above frost-covered pine trees against a blue winter sky.
Denver lacrosse player #30 in white uniform runs on field, text reads We Are Athletes.
Nagel Hall brick entrance sign with colorful lantana flowers blooming in the foreground on a college campus.
University of Denver DU interlocking logo in crimson red and gold colors.
Red graphic with bold white text reading Elevation 5280, referencing Denver's famous mile-high altitude.
Mallard duck perched on a stone wall with a red brick university building and green trees in the background.
Joyful graduate in black cap and gown holds red diploma at university commencement ceremony with We Are Scholars text.
Modern spiral staircase viewed from below, featuring sleek white railings and warm wood-paneled walls with elegant lighting.
Denver hockey goalie in red and white uniform on ice rink with We Are Champions text overlay.
Excited alumni crowd cheering at a university sports event with We Are Alumni text overlay.
Red brick university buildings with a Gothic-style church tower topped with a gold spire against a partly cloudy sky.
Group of young women celebrating a championship win outdoors, with 'We Are Champions' text overlay.
Students in red shirts engage in conversation outdoors at a campus event with text reading We Are Leaders.
Five skiers pose together on a snowy mountain slope with text reading We Are Adventurers overhead.
Black background with bold text reading We Are Denver and tagline From The City To The Summit in white and red.
Historic campus bell tower with green copper dome beside a red street lamp against a blue sky.
College students gather for a community photo at a sports arena, smiling together under a We Are A Community banner.
Gold University of Denver t-shirt design featuring Greetings From Denver script logo in black.
Historic brick university buildings with church steeples silhouetted against a vibrant orange and pink sunset sky.

The Problem



This campaign addressed two problems.


First, there was a lack of pride and ownership in the university's identity. This was fueled by a disconnect between students and leadership, and by an updated brand identity that did not resonate with the audience.


Second, competition in the Denver metro area was beginning to encroach on the university's ownership of Denver. As more institutions laid claim to the city, the University of Denver's standing as the city's leading institution was at risk.

The Goal


The intended outcome was to increase pride among students, faculty, and the community, and to re-establish the University of Denver as the city's flagship institution.



On a personal level, I wanted to prove that I could orchestrate an entire campaign that existed both digitally and in person, from strategic foundation through final execution.

The Constraint



Another rebrand was not the answer. The university had recently updated its brand, and stakeholders were tired of refreshes. I made a deliberate decision to build the campaign within the existing branding. This approach maintains the university's evergreen assets and allows the campaign to focus on evoking a feeling rather than building new brand standards.

The Approach


The campaign is built on a simple structure that allows one message to speak to very different audiences.


OneDU represents collective identity and the strength of a unified community. MyDU represents personal ownership and each individual's story at the university. We Are Denver is the overarching theme that connects personal pride and collective identity back to the city itself.

Red topographic map pattern with contour lines creating an abstract wave design on a vibrant crimson background.

My Role


I led every part of this project. I was responsible for the strategy, messaging, design, and photography from start to finish, with no team and no formal brief. I knew DU's brand well from working for the institution, which is why I chose to focus on it. That knowledge allowed me to work quickly and stay true to the university's existing standards.


I created a dedicated We Are Denver wordmark and a supporting visual system. This included topographic lines and alpine silhouettes that reference the Rocky Mountains, an "Elevation 5280" motif, and a photography direction shot entirely on campus with my own work. I kept DU's existing logo, color palette, and typography in place, in keeping with the decision to preserve the university's evergreen assets.

Aerial sunset view of a vibrant outdoor event on a university campus with a large white tent and lush greenery.

Audiences


Prospective Students — Applicants exploring DU. "At DU, you don't just attend a university, you shape your future, your way."


Current Students — Undergrad and grad students living the DU experience. "Your DU story is unfolding, own it, live it, and leave your mark on our shared legacy."


DU Graduates — Alumni carrying DU's values into the world. "You've shown the world what DU can do, your success inspires the next generation."


Denver Community — Local residents, businesses, and partners. "Together, we are Denver, a community that thrives on connection and collaboration."

Messaging


The campaign runs on a single line that every member of the community can finish for themselves: "We Are Denver, and We Are ___."


The blank is always a noun, an identity someone can claim as their own.


The construction is open by design. Because the ending changes, one line can speak for a first-year student, a faculty researcher, an alumnus, or the city as a whole, while the first half keeps everyone anchored to the same place.


It is also what sets the campaign apart from Penn State's "We Are." That chant fills the blank with the name of the institution and rallies everyone around one fixed identity. We Are Denver fills the blank with the person. It names the city first, which stakes DU's claim as Denver's flagship institution, and then hands the sentence to each individual to finish in their own words. The line claims the city and celebrates personal ownership at the same time, the exact balance the OneDU and MyDU themes are built to strike.

Voice


The brand persona is built on three traits.


Empowering: encourage individuals to take pride in their experiences and contributions.

Authentic: speak in a way that makes everyone feel welcome and represented. Energetic and

Optimistic: convey excitement and positivity about the DU experience and the future.


The overall tone is authentic, community driven, and empowering.

Themes & Language


The language is built around four themes, each with its own vocabulary.


Ownership, taking control and defining your journey: Own, Define, Lead, Shape.



Community, balancing individual ownership with the strength of the collective: Together, United, Collective, Stronger.


Empowerment, momentum toward meaningful goals: Create, Thrive, Impact, Inspire.


Connection to Denver, DU's roots and its relationship with the city: Pride, Connection, Belonging, 5280.


Across all of it, the writing stays conversational yet polished, direct and action oriented, and always positive and aspirational.

Implementation Locations


The campaign is designed to live across three areas.


Social Media: promote the campaign themes through hashtags such as #WeAreDenver, #MyDU, #OneDU, #OwntheMoment, and #LeaveYourLegacy, alongside content like student spotlights, alumni success stories, community impact highlights, and families at DU events.


Merchandise: a boutique series for the DU bookstore, anchored by the Elevation 5280 line.


Brand Materials: apply the campaign's themes across communication to the DU community, including posters and graphics.

Alignment


The campaign plugs directly into the university's four existing brand pillars, so it reinforces DU's own framework rather than competing with it.


4D Experience: emphasizes ownership of personal and academic growth, positioning DU as a place where students thrive intellectually, emotionally, and socially while preparing for impactful careers.


Campus & Location: the We Are Denver tagline ties DU's identity to both its urban setting and the Rocky Mountains, the opportunities of the city and the outdoors of Colorado.


Collaborative Problem Solving: frames DU as a community of changemakers addressing local and global challenges together.


Global Citizenship: reinforces DU's mission to develop globally minded individuals who engage with diverse perspectives and drive positive impact.

Core Idea


Everyone has a unique journey at DU, and the campaign celebrates the individuality of each student's, alumnus's, and faculty member's experience. Its core themes are togetherness, collective uniqueness, community pride, experience ownership, and belonging.


Three connecting themes hold the system together.


OneDU represents collective identity and the strength of a unified community.


MyDU represents personal ownership and each individual's story at the university.



We Are Denver is the overarching theme that ties personal pride and collective identity back to the city itself.


Together they carry the brand message: DU as the bridge between personal ambition and collective impact.

Photography


Every image in the campaign is my own work, shot on and around campus to a clear direction.


Student Leaders: capture our students at their best, in positions of leadership.


Vibrant Reds: highlight the warmth of campus through vibrant reds.


Clear Blue Skies: showcase Denver's 300 days of sunshine.



No Stock Imagery: never use generic images of other places to stand in for our campus.


This direction keeps the campaign authentic and unmistakably DU, and it is a deliberate rejection of the interchangeable stock photography that makes so much university branding feel the same.

Soccer goalkeeper in red shorts and black jersey catching a ball in front of the net during a match.
Two female soccer players compete for the ball during a University of Denver women's soccer match on a red turf field.
Cheerleaders in red and white uniforms perform with red and gold pom-poms at an indoor basketball game.
Graduates in black robes and decorated caps sit together during a college commencement ceremony.
Historic brick clock tower with dark spire rises above modern buildings under a cloudy sky.
Person climbing an indoor rock wall at night wearing a harness, black shirt, and khaki pants.
Denver Pioneers hockey player watches 2024 NCAA Ice Hockey National Champions banner raise at packed arena.
Students walk on athletic field during University of Denver orientation with iconic gold-spired building in background.
Two smiling young women posing together at a nighttime outdoor festival, one holding a drink.
Man in red doctoral graduation regalia speaks at commencement ceremony holding microphone on stage.
Two mallard ducks perched on a stone wall near a campus fountain with a brick building and trees in the background.
Female gymnast performs a release move on uneven bars in a packed university arena with championship banners.
University of Denver students cheer at a hockey game holding #LoveDU and We Are #1 signs in red arena stands.
Denver Pioneers women's basketball player #9 attempts a layup during a home game at the indoor arena.
Excited male graduate holds red diploma cover while wearing cap, gown, and purple sash at graduation.
College gymnasts in black leotards celebrate together at a Big 12 gymnastics competition in a packed arena.
Red sign reading The Denver Difference What DU Can Do on a brick wall at University of Denver campus.
Crowd of students and staff gather on a university campus plaza with a historic gold-spired bell tower in the background.
Three people socializing outdoors near a brick building at a casual daytime gathering event.
Two young women in pink pants and Greek letters shirt dance outdoors at a campus event with crowd behind them.
Students and faculty gather at round tables in a modern university atrium during a campus dining or networking event.
Historic brick buildings with church steeples silhouetted against a vibrant orange and pink sunset sky.
Two lacrosse players face off at midfield during a competitive college lacrosse game on a turf field.
Female soccer player in white uniform takes a corner kick on a green field during a college match.
Performer on stage energizes massive crowd with phone lights raised at outdoor University of Denver concert.
Aerial view of a bustling college campus with students walking between brick buildings and a gold-domed landmark in the background.
Four girls in pink shirts singing in a choir near large windows.
Four smiling University of Denver students pose together in DU sweatshirts and jerseys at a hockey game.
University of Denver students hold photo frame sign reading We are Denver We are DU at campus event.
Aerial view of a vibrant university campus event with crowds, white tents, and colorful gardens under a partly cloudy sky.
College hockey goalie in red jersey defends net during intense game action on ice rink.
Excited concert crowd presses against barrier at outdoor University of Denver campus music event at dusk.
Crowd of fans sitting in red stadium seats watching a live sporting event in a large indoor arena.
Denver Pioneers hockey player #13 in white jersey and red helmet faces off during an NCAA college hockey game.
Denver hockey goalie in red helmet sits on bench during game.
Urban skyline view behind a brick building with metal roof and red light tower on a hazy day.
University of Denver graduation ceremony with two graduates in academic regalia and colorful stoles on stage.
Person recording a live music performance on a smartphone at an indoor event.
Female volleyball players in red and white uniforms compete indoors, one player diving to dig the ball during an intense match.
Group of ten young women in matching red sweatshirts posing together outdoors at a sports field event.
Group of young adults sitting on floor laughing and enjoying an indoor event together.
University of Denver chancellor speaks at graduation ceremony podium in red academic regalia surrounded by colorful flowers.
Cheerleaders and runners gather at the start line of a Colorado Race Timing outdoor 5K charity run event.
Female lacrosse player in white uniform running with stick during outdoor game on turf field.
Three smiling college students in red university shirts enjoying a sports game in stadium bleachers.
Large crowd of fans lines barriers outdoors at a red-themed sporting event.
Basketball player dunks over defenders in a packed red and white college gymnasium during an intense game.
University of Denver campus in winter snow with red lamp post banner and church steeple against blue sky.
Female volleyball player spikes the ball over the net during an indoor match in a red and white uniform.
Historic brick building with blue pyramid spire tower against cloudy sky, featuring arched colonnade and large windows.
Crowd enjoying a live outdoor concert on a stage with colorful lights and a disco ball at a music festival.
People gather under a large tent at an outdoor evening event, browsing tables with colorful displays and drinks.
Lacrosse player number 40 in white uniform battles opponent during competitive outdoor college game.
Three cheerful University of Denver students wave red and white pom-poms in front of DU logo.
Group of six college fans bundled in blankets and jackets posing together outside a stadium on a cold game day.
Gymnast performing a handstand split on the balance beam during a competitive gymnastics meet.
Golden abstract sculpture amid lush evergreen garden with stone wall and brick building backdrop.
A brand A CAMPAIGN BUILT TO CREATE OWNERSHIP

 

Want a campaign your community can own?

 

Prepared By

Dylan Lindsey LLC

Get In Touch

info@dylanlindsey.com

Urban skyline view behind a brick building with metal roof and red light tower on a hazy day.