THE STATE UNIVERSITY
OF NEW YORK

The nation’s largest higher-ed system gets the respect it deserves
THE STATE UNIVERSITY <br>OF NEW YORK

With the right story,
64 colleges become
one world-class leader.
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Driving cohesion, empowering customization

The State University of New York (SUNY) is the largest, most comprehensive public university system in the United States—unrivaled in scale, diversity and opportunity.

Despite this, it was often perceived as a complex system of unrelated, second-tier schools. They had a right to be recognized for their outstanding contributions to communities across the country—and we delivered the brand stage they needed to set the record straight.

Starting with brand strategy and architecture, we helped SUNY align on its internal makeup and external positioning, focusing on the differentiators of scale and diversity to tell a story of access and opportunity. Then, combining verbal, visual and experiential strategies, LPK built a cohesive communication platform that gave all of SUNY their voice, allowing them to speak the same message, yet still have ownership of their individual campus cultures.

LPK helped us come together and work in a more unified way than ever before. Now more than ever, SUNY is New York’s #1 asset.

Nancy Zimpher

Chancellor Emeritus, The State University of New York

Rising to their potential

Our new strategy not only gave SUNY schools the credit they deserved, it gave them the flexibility to innovate: pushing beyond their classrooms to less-expected modes of learning.

It was the impetus behind an expanded network of programs we helped SUNY create to champion innovative enrichment methods: from SUNY Works—bridging classic classroom learning with relevant real-world experience—to SUNY Passport, focused on education abroad.

Our flexible creative toolkit empowered each program to storytell in its own way, while supporting additional initiatives for individual campuses—a system that speaks to SUNY's depth and breadth as a best-in-class institution for the modern student.

Expanding with innovative programs

From beyond-the-classroom learning to innovative financing and online degree models, our creative system is activating new dimensions of the SUNY brand.

1% increase in graduations,
$1B in state revenue center-left-box

After debuting SUNY's new brand, the institution has exceeded its goals, seeing a 4% uptick in enrollment and 1.3% increase in graduations—adding over $1B to New York State's coffers.