Towson University

The Power of MOMENTUM.

As Maryland’s fastest-growing university, Towson University certainly has momentum. With robust program offerings, commitment to mentorship, and the unparalleled opportunities they offer for their student body, the school is bursting with value. But, in the increasingly scrutinized and tremendously competitive higher education space, TU knew an identity boost was necessary to convey both their practical value and the feeling of exciting possibility to prospective students.

Our team quickly recognized a need for clear and consistent messaging, and a bold brand update, driven by confidence and untapped potential. With their trust, we were able to reinvent the entire TU identity, helping them show the world that they are bigger, bolder, and braver than ever. Together, we established a brand that instills pride in their staff, faculty, students, and alumni. Towson University provides a valuable and versatile educational experience—rivaling that of any of their most respected competitors. Now, they have the tools they need to communicate with confidence.

Expertise

Agency of Record: Visual Brand Development & Brand Guide Brand Strategy and Messaging Development, Website Content Strategy, Design and Production, Environmental, Digital Marketing, Advertising and Campaign Strategy, Design and Execution, Media Planning and Buying

Markets

Education

Online HQ

towson.edu

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I

Identity System

Bold. Striking. Confident.

The cornerstone of the expansive TU identity system is its logo. Bold, striking, and confident—it establishes an unapologetic sense of ownership over these two simple letters. It is a stamp of confidence that captures both pride and possibility. As a complementary and versatile identity element, we unleashed the fiercely unique “tiger tooth” pattern, which permeates much of the brand implementation. Carefully considered angles (these correspond with the “T” and “U” custom type) were inspired by the diagonal, checkerboard design seen on the Maryland flag. Together, the logo and tiger tooth elements support an identity system that feels bright and youthful, yet sophisticated.

Logo

Identity

Style Guide

TU.001 New Logo Lockup
TU.002 Logo Animation
TU.001 New Logo Lockup
TU.002 Logo Animation
TU.003 Style Elements
TU.004 Style Guide
TU.005 Style Guide
TU.006 Style Guide
TU.004 Style Guide
TU.005 Style Guide
TU.006 Style Guide
II

Brand Execution

A Brand Fully Activated.

Hold it. View it. Wear it. Let it surround you. The TU brand is at home in any application, from the university president’s business card to a giant, free-standing interactive sculpture.

Stationery

Collateral

Apparel

Environmental

Signage

TU.007 Stationery Set
TU.008 Business Cards

Tigertooth

Building brand assets that align with the grid and angles of the tigertooth pattern

TU.009 Logo Apparel
TU.010 Graduation Stoles
TU.009 Logo Apparel
TU.010 Graduation Stole
TU.011 Water Bottles
TU.012 Coffee Mugs
TU.013 Tigertooth Pattern Socks
TU.011 Water Bottles
TU.012 Coffee Mugs
TU.013 Tigertooth Pattern Socks
“ ”

The success of TU's rebrand and integrated marketing efforts is the result of Mission Media's willingness to understand our organization and its goals. The Mission team took time to not just help solve creative challenges but to build greater strategy into everything we do.

ERICA G.  /  Towson University Marketing and Communications

TU.014 Campus Signage
TU.015 Table Runners
TU.016 Environmental Applicationss
TU.015 Table Runners
TU.016 Environmental Applications
TU.017 On-Campus Sculpture
III

Brand Site

Expounding Art & Science.

The TU brand is mobilized by a vast contingent of internal users and external partners, making consistent utilization a top priority. We worked with the TU Brand Team to develop a website that indexes every identity guideline and technical tidbit clearly and intuitively. The site stays true to the brand voice, leading by example and demonstrating the confidence and excitement that lies at the nexus of the new TU identity.

Website Design

Wireframing & User Experience

Responsive Programming

TU.018 Online Style Guide

A 'Brand' New Day

Ensuring brand consistency across all platforms with guides, templates and downloads

TU.019 Digital and Print Crossover
TU.020 Responsive Layout
TU.021 Responsive Layout
TU.019 Digital and Print Crossover
TU.020 Responsive Layout
TU.021 Responsive Layout
TU.022 Downloadable Resources
TU.023 Downloadable Templates
TU.024 Downloadable Templatess
TU.023 Downloadable Templates
TU.024 Downloadable Templates
IV

Brand Awareness Campaign

A Purposeful Reintroduction.

We unveiled the new TU identity to external audiences with a Brand Awareness Campaign that was simple, focused, and confident in its message. Imagery featuring exuberant human emotion, paired with short, energetic phrasing, connects with the viewer in a visceral way. Our campaign reached a broad audience through a mix of traditional and digital marketing, and we supported their admissions with a heavier concentration of media in areas that overlapped TU’s geographic prospective student profile.

Strategy

Digital Marketing

Design

Traditional & Out-of-Home Advertising

Social Media

TU.025 Ad Series

On-Campus Awareness

Those who frequent our campus are our greatest ambassadors. We want students, faculty and staff to burst with pride, and put their enthusiasm behind the momentous growth happening all around the university. Showcasing our big, new TU within the campus environment brings it together as a symbol that unites us.

TU.026 Print Advertising
TU.027 Out-of-Home Applications
TU.026 Print Advertising
TU.027 Out-of-Home Application
TU.029 Airport Graphic - Detail 1
TU.030 Airport Graphic - Detail 2
TU.031 Airport Graphic In the Wild
TU.029 Airport Graphic - Detail 1
TU.030 Airport Graphic - Detail 2
TU.031 Airport Graphic In the Wild

Public Awareness

We understand that there are varying degrees of awareness and a myriad of perceptions of Towson University. We used simple imagery to confidently communicate our University's progress and momentum, and to place the opportunities we provide our students boldy at the center of our brand and our reason-for-being.

TU.032 Phase I Billboard
TU.033 Phase II Bus Wrap
TU.034 Phase III Print Ads
TU.033 Phase II Bus Wrap
TU.034 Phase III Print Ad
TU.036 Activated Asset
V

Athletics Awareness Campaign

Two Logos, One Brand

Though TU has a separate logo for their Athletics division, we're always careful to reinforce the school's unified commitment to its vision through brand cohesion across marketing materials. When we were asked to assist with campaigns to support TU's football and basketball programs, we prioritized consistent brand language and the same confident and welcoming voice as our brand awareness push. We wanted to raise awareness for these athletic programs, and ultimately increase ticket sales. To meet these goals, we led with creative that captured the excitement of attending sporting events, and adapted TU's visual brand identity to reflect the energy of the TU athletes. We helped TU define highly targeted audiences for both campaigns in order to maximize digital engagement.

Strategy

Digital Marketing

Design

Traditional & Out-of-Home Advertising

Social Media

TU.037 Football and Basketball Campaign Artwork
TU.038 Varying Sport Messaging
TU.039 Location-Based Social Filterss
TU.038 Varying Sport Messaging
TU.039 Location-Based Social Filters

+30%

YOY Basketball Single Game Ticket Revenue

+269%

YOY Football Landing Page Impressions

11%

Increase YOY Football Ticket Sales

100%

Dedication From Tiger Fans

TU.040 Illustrative Elements

Paid Digital

We served carefully curated content to a highly targeted audience; this resulted in increased engagement across all key metrics.

VI

Admissions Conversion Campaign

Consistent. Measurable.

Alongside the generalized Brand Awareness Campaign, we launched a four-phased Undergraduate Admissions Campaign. With conversational calls-to-action and conversion metrics by phase, we evoked the feeling of a virtual introduction for prospective students and parents, and maintained the ability to make creative adjustments from phase to phase. By carefully segmenting the undergraduate audiences, we were able to craft messaging specific to parents, students, out-of-state families, and in-state families, further "personalizing" the communication. As a bit of icing on the campaign cake, we launched a Graduate Program Awareness Campaign, using highly specific messages to highlight the breadth of educational opportunities at TU.

Strategy

Digital Marketing

Design

Traditional & Out-of-Home Advertising

Social Media

TU.041 Campaign Key Art
TU.042 Display Ads
TU.043 Social Assetss
TU.042 Display Ads
TU.043 Social Assets
TU.044 Online Presence

Targeted Landing Pages

Strategic calls-to-action leading to focused landing pages that drive applications and further contact with potential students

TU.045 Animation Frame 1 of 3
TU.046 Animation Frame 2 of 3
TU.047 Animation Frame 3 of 3
TU.045 Animation Frame 1 of 3
TU.046 Animation Frame 2 of 3
TU.047 Animation Frame 3 of 3
TU.048 Campaign Animation
VII

Alumni Magazine

Sharpening a Key Communications Tool.

By this point, we thought we knew just about everyone on staff with the TU Communications Department. But with the opportunity to work with the editorial staff on the latest edition of the TU Magazine, our partnership grew even wider. In this long-form piece, catering to an alumni audience, we were able to explore and expand the new TU brand through custom illustration, additions to the brand palette, defined photography styles, compelling text treatments, and layered patterning. This design direction, married with a dynamic editorial style, resulted in a product that’s informative, exciting, and entertaining—a perfect way to showcase post-grad TU pride.

Publication Design

Illustration

Page Layout

TU.048 Magazine Cover
TU.049 Layout Templates
TU.050 Feature Article
TU.048 Magazine Cover
TU.049 Layout Templates
TU.050 Feature Article
TU.051 Illustrative Elements

Micro Illustrations

Playful illustrations embolden and energize the oft-forgotten back-of-book sections.

TU.052 Illustrative Details
TU.053 Illustrative Details
TU.054 Illustrative Details
TU.052 Illustrative Details
TU.053 Illustrative Details
TU.054 Illustrative Details
TU.055 Feature Spread
TU.056 Illustration Details
TU.057 Illustration Detailss
TU.056 Illustration Details
TU.057 Illustration Details

The team at Mission Media became an extension of our internal team right away. Their interest in collaborating to create dynamic branding and messaging is evident in marketing materials that aren't just well designed and seamlessly executed, but truly reflective of TU's unique identity.

Timm B.

Towson University Marketing and Communications

Baltimore School for the Arts

USA Field Hockey