UMass Chan Medical School

Industry

Education

Location

San Diego, CA

Challege

Turn a $175M landmark gift and renaming into a unifying moment, addressing fears about lost culture, reaffirming commitment to public service, and sparking a new era of research and impact.

What We Did

Led a 10-month rebranding initiative: interviews, competitor audits, workshops, and a survey of 1,700+ insiders and influencers.
Identified UMass Chan’s edge (collaboration) captured in the “Advancing Together” brand
Created a messaging manifesto, visual toolkit, videos, stories, and a comprehensive launch plan
Rolled out internally for buy-in, then externally via displays, paid media, billboards, radio, social, events, and faculty storytelling

Impact

7,500 visits to the brand landing page
1M social impressions, 70K+ organic video views
2M+ radio impressions, 11.2M billboard impressions in 8 weeks
250+ “Advancing Together” stories shared campus-wide
Campaign celebrated and embraced in events, speeches, and classrooms

Bottom Line

Research-led strategy and authentic storytelling transformed a high-stakes renaming into a celebrated milestone—elevating UMass Chan’s brand while reinforcing its collaborative spirit.

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