The Rochester Effect for University of Rochester

Separate, and often competing, institutional messages
Breathe new life into the brand promise of the university
Unifying the wonder and impact of always striving for Ever Better
In 2018, Truth Collective was asked to create a communications platform to support its initiatives to attract more global students, help its ranking on influential higher ed lists, and overall share the impact of The University of Rochester. From there, “The Rochester Effect” was born.

Here was our idea statement:
University of Rochester has nurtured a way of thinking, doing, discovering, being. Exceptionally collaborative, mutually supportive, united by a common bond, a quest for life ever better.
The university represents a new discovery every day, a lifelong thirst for knowledge, fueled by potential for the greatest contribution.
To understand the university culture is to show its impact on humanity, its effect on the world. That is The Rochester Effect.

Brand Activation:
Integrated Campaign

My Roles:
Creative Direction
Art Direction
Design

Collaborators:
Robin Lohkamp (CW), Alex Freeman (Photo/Video), & Haley Saba (D)

The extended Rochester Effect edit for online and event applications.

a 30-second edit for advertising and social applications.

Our Rochester effect site was the storytelling hub for the university. We organized stories by the university's mission to learn, discover, heal and create. The site has evolved since I originally designed it, but continues to share stories of UR's impact on our world.

Campus lightpole banner from Rochester Effect campaign. This on is about The Memorial Art Gallery.

Campus lightpole banner from Rochester Effect campaign. This on is about the world reknowned UR Laster Lab.

Campus lightpole banner from Rochester Effect campaign. This on is about The Eastman School of Music..

Campus lightpole banner from Rochester Effect campaign. This on is about autism research..

We created dozens of lightpole banners for the UR campus and the City of Rochester that celebrated the impact of the varied schools and departments within the university.

Spread ads for "Rochester Effect" campaign told some of our most impactful stories.

UR’s Advancement team used Rochester Effect as a platform to engage alumni and thought leaders in eight cities across the US with a series of panel discussions about key topics affecting our world. We created the invites and graphics that supported each event.