The University of Minnesota Duluth needed to step out of the shadow of the Twins Cities campus and assert its own identity. A Univeristy known for its tenacity, determination and a hands on approach to learning, UMD embodies the spirit of the Northlander and Clinton Lugert (Art Director and Co-Conceptor) and I wanted to bring that to light. Our idea: have UMD create it's own advertising. Carve it, cut it, paint it, pull it and embrace it. For that is what those of the UMD are best at. The doing.
They loved it.
Central to the "Those Who Can" campaign was the University constructing its own billboard. Working with local steel manufacturers, the engineering faculty would design, craft and install the billboard. The board would then be left to its own devices, to endure the changing season and develop its own unique character just as the UMD student must do.
On abandoned walls around Duluth, students would hand paint their own signs to be left to crack, and age.
On the first day of their UMD experience, students would choose which poster and hoody they'd like and then pull their own to hang and wear proudly during their time on campus.
Those who can, also teach. With one line that reflects their can do attitude, we'd give the professors something they could hang proudly on their doors to remind themselves, and their students, of what can be achieved when you put your heart, mind and body into something.