UMass Chan Medical School: Turning Change Into Momentum
The Challenge
UMass Chan Medical School received a transformative $175 million gift and a new name, but change at this scale brings anxiety. Faculty and staff worried about losing their culture and identity. The institution needed to turn this landmark moment into something unifying, not divisive, while reaffirming its commitment to public service and sparking a new era of research and impact.
Our Approach
We led a comprehensive 10-month rebranding initiative built on deep listening. Through interviews, competitor audits, strategic workshops, and a survey of 1,700+ insiders and influencers, we identified what truly sets UMass Chan apart: collaboration.
We captured that insight in the "Advancing Together" brand, a platform that honored the school's history while embracing its future. We created a complete messaging manifesto, visual toolkit, launch videos, and a strategic rollout plan.
The launch was intentionally sequenced: internal first to build buy-in, then external through campus displays, paid media, billboards, radio spots, social campaigns, events, and powerful faculty storytelling.
The Results
- 7,500 visits to the brand landing page
- 1M social impressions and 70K+ organic video views
- 2M+ radio impressions and 11.2M billboard impressions in just 8 weeks
- 250+ "Advancing Together" stories shared across campus
- Campaign embraced and celebrated in events, speeches, and classrooms
The Impact
What could have been a divisive moment became a celebrated milestone. Through research-led strategy and authentic storytelling, we didn't just rebrand UMass Chan, we elevated its position while reinforcing the collaborative spirit that makes it special. The result was a community energized and united around a shared future.