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For Alaska

The Campaign for the University of Alaska

Creating Momentum

The Challenge

Launching a campaign is not a simple task. Add in a hundred-year pandemic and a presidential change during the silent phase. This was the story of the University of Alaska. One of the talking points that developed out of all this was the critical importance that the University system plays in the region. It doesn't just benefit academics, but it also drives the economy, research, and job growth.

We shaped the campaign voice and messaging to reflect this idea. This campaign is For Alaska.

Project Results

The For Alaska Campaign is still ongoing, but as of Spring 2022, they are ahead of schedule of their targeted goal and will be increasing that goal. This project garnered three CASE Circle of Excellence awards:

  • 2022 CASE Circle of Excellence
    Silver Award for
    Marketing | Micro-sites (Fundraising)
  • 2022 CASE Circle of Excellence
    Bronze Award for Video | Fundraising and Stewardship (Short)
  • 2022 CASE Circle of Excellence
    Bronze Award for Publications | Fundraising Case Statements & General Cultivation Publications

project Scope

  • Tone and art direction
  • Campaign identity system
  • Case for support
  • Microsite design
  • Microsite development
  • Video editing
  • Marketing collateral
Theme 1
Educational Access
Theme 2
Critical Research
Theme 3
A Stronger Economy
Theme 4
A Skilled Workforce

Attributes

Donor Attributes

As we develop communications, we first consider our target audience, what makes them tick, who they are at their core. The characteristics can be summed up into two core attributes: RUGGED and RESILIENT.

  • Long-time Alaskans
  • Blue collar
  • Roll-up-your-sleeves attitude
  • Believe in UA importance
  • Active in advancing Alaska
  • Variety of careers
  • Entrepreneurial
  • Not necessarily alumni

Campaign Attributes

Alaska is steeped in a rich tradition of Indigenous knowledge and blue-collar workers, but it is also primed for growth in emerging industries. The campaign needed to honor both of these dynamics. (Look for these descriptors throughout this page.)

  • Vibrant
  • Bold
  • Dynamic
  • Aspirational
  • Primed for growth
  • Momentum
  • Rugged
  • Resilient

An inspiring Landscape

We developed the campaign logo to not only reflect the campaign attributes, but also the regions of the three Universities: the skies (Fairbanks), the mountains (Anchorage), and the flowing waters (Southeast). The rugged look with a script font reinforces the idea that much of Alaska has been built by hand. It also exemplifies constant motion, a continued momentum forward. It is fluid and ever-evolving. It can both shape and be shaped by its surroundings, the very essence of the University system in the region.

Alaska northern lightsAlaska mountainsAlaska waters

Color Palette

The campaign color palette was intended to capture the essence of Alaska. The primary colors of navy and gold reflect the state flag, while the four theme colors highlight different aspects of the Alaska landscape. This vibrant and bold palette intentionally juxtaposes the rugged, hand-crafted logo, symbolizing the a transitioning region. By connecting the two ideas, Alaska can truly thrive.

For Alaska Website Screenshot

Campaign Website

From the beginning, we wanted the campaign microsite to reflect a sense of awe and Alaskan pride. We also wanted to give a sense of momentum and action, so we moved forward with a horizontal scrolling site, completely in the user's control as they scroll. It provides a sense of play so that visitors want to explore more. Because of the complexity of this site, and due to limited broadband in rural Alaska, it required an almost entirely different tablet/mobile design that utilized imagery instead of video.

View Live Site

Campaign Video

As part of the public launch, we created a series of videos highlighting not just the campaign as a whole, but the four campaign themes and student need. For the main anthem video, we wanted a really dynamic piece that tied together Alaska's past with its oncoming growth. The script was carefully crafted and edited to make sure we got it right, not just for the universities, but also for Alaska's Indigenous peoples.

Video shoots produced by 2Core Films.

View Campaign Series

Tlisa Northcutt

Chief Donor Relations Officer

University of Alaska Foundation

If you have the opportunity to work with Wessel Creative, do not hesitate. Tyler is innovative and balances the technical aspects, storytelling, and creative design like no other. To top it off, he is an absolute joy to work with. He truly became part of our team, even without ever setting foot on any of our university campuses.

Tyler was able to create a brand for our comprehensive campaign that resonated with each of us. Our Foundation President remarked that the creativity and level to detail is on par with the bigger creative agencies out there. He listened to what we wanted to achieve and ran with it. His video storytelling literally had us in tears. He is a creative thinker and skilled at bringing multiple visions together for an amazing product. He has helped take us to the next level.