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University of Florida

University of Florida

The University of Florida partnered with us to develop its first brand campaign in a decade and set the stage for a new president.


While the University of Florida is widely known as an athletic powerhouse, its academic excellence is often overshadowed. After an extensive discovery process involving weeks of interviews on campus, we realized that through meaningful breadth and depth, a spirit of collaboration and an unrelenting work ethic, The Gator Nation is truly tackling and solving the world’s most complex problems.


The brand we developed espouses the motivation of The Gator Nation in a unified narrative: “For the Gator Good.” We launched the campaign by rethinking the typical PSA, using that network-donated time to turn the camera away from campus and onto those who benefit most from research at UF. We then asked viewers to get involved themselves by donating their own time. The campaign also reached out to industry and higher education thought leaders asking for their participation in combatting the world’s toughest problems. Across all media channels, the campaign reminds us that Gators aren’t driven by rankings or awards, but by a greater purpose.


During the first year of implementation, UF moved to 14th in the U.S. News & World Report rankings, experienced the largest pledge year in the history of the university, and secured a reinvestment from the state legislature as Florida’s preeminent university. On campus, the campaign was embraced by students and faculty, resulting in thousands of pledged service hours and a host of new initiatives, including a gen-ed class that challenges freshmen to find what they can do “For the Gator Good.”

Recognized by:

#14 in U.S. News & World Report Rankings
Largest Pledge Year in University History
Students Pledged Thousands of Hours “For the Gator Good”