Northern ARizona University

Utilizing the University's new strategic roadmap, comprehensive market research, and competitor positioning analysis, we engaged the NAU community in the development of a new brand positioning framework to help share NAU's one-of-a-kind brand story.  

The framework served as inspiration for the development of two creative concepts, which were tested through focus groups and an online survey of over 1,000 Arizona residents.  "That's NAU" emerged as the concept that best expressed NAU's brand vision and captured the attention of key audiences in ways that were distinctive and memorable.

To help bring the new concept to life, Red Cactus developed brand guidelines for the consistent application of the brand and conducted presentations and workshops to assist with a successful rollout and implementation strategy. In close collaboration with the NAU team, we also developed billboards, digital displays, and videos to activate the campaign across multiple platforms in both English and Spanish.

The "That's NAU" campaign quickly made an impact, earning Gold at the 2024 Educational Advertising Awards, Platinum at the 2023 MARCOM Awards, and Platinum at the 2023 Hermes Creative Awards. Beyond the accolades, the campaign helped elevate NAU’s visibility, fostered institutional pride, and directly contributed to the university’s student recruitment efforts. In 2023, NAU welcomed the largest number of first-year Arizona resident students in its 124-year history, marking a major success in its recruitment and brand-building efforts.