For Alaska
A campaign for all of Alaska
For Alaska was the first comprehensive fundraising campaign to raise private support across the entire University of Alaska system.
Challenge
Unite three universities—each with its own distinct identity—under a single system-wide campaign, and do it amid a once-in-a-century pandemic, deep statewide budget cuts, and leadership turnover across both the system and the foundation.
Approach
The answer to three identities was one idea big enough to hold them: the University doesn't just serve students—it drives Alaska's economy, research, and job growth. That conviction became the campaign's voice—For Alaska. The work had to honor two Alaskas at once: a state rooted in blue-collar craft and Indigenous knowledge, and one growing into new industries. That tension set the tone: rugged and resilient, yet vibrant and aspirational.
Results
The campaign surpassed its $200 million goal with $277 million raised, with contributions from 21,777 donors. This includes a 53.4% increase in alumni annual giving, 465 new funds, and 191 new endowments.
View full video series. Video shoots conducted by 2Core Films.
Campaign Identity
Campaign Logo
Built by hand, like much of Alaska. The script honors the three regions: the skies of Fairbanks, the mountains of Anchorage, the waters of the Southeast. Constant motion. It shapes and is shaped by its surroundings: the University's role in the region, made visual.
Campaign Palette
Navy from the state flag; four priority colors drawn from the landscape: fireweed, glaciers, northern lights, sunsets. University-specific color-palettes (and images) were also incorporated so that each institution could have its own unique—but still clearly unified—campaign materials.
Awards
If you have the opportunity to work with Wessel Creative, do not hesitate. Tyler is innovative and balances the technical aspects, storytelling, and design like no other. 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.
Next Steps
Interested in working with us?
If you would like to learn more about Wessel Creative and see if you are a good fit for our services, schedule a confidential introductory discovery call.