The University of North Carolina Charlotte was taking on the biggest rebrand in their school’s history. Where our previous campaigns connected the school to the city, this takes it one step further. To get it right, they needed a relaunch idea that was uniquely Charlotte.
Charlotte the university and Charlotte the city share a unique common thread: they both have a significant role in driving progress for the future. We embraced this idea and showed how students, alumni, and faculty are empowered to build the future they want.
We developed a platform that could grow and change with the university itself. The “Shape What’s Next” brand offers a powerful call to action for all members of the UNC Charlotte community and fosters a culture of fearlessness and ambition. Through video, out of home, experiential, print, and more, Fuseideas and Charlotte partnered to create the university’s vision for the future and bring it to life on the big stage.
Within the first month of the campaign, the new brand reached nearly 10 million impressions and drove almost 100,000 new users to the website. Google Search ads surpassed industry benchmarks by over 400%. And there’s more to come, with programmatic display, OTT video, and rich media giving the work legs.