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.