Yale for Humanity

Yale – ever heard of it? We thought you might have. It’s produced Nobel Laureates, presidents, actors, world-class economists, journalists, leading researchers and countless influential individuals to name. Teens on TV want to go there. Many institutions want to be them. You could argue that Yale is, perhaps, one of the OG influencers.

So why did an institution that is already steeped in the cultural zeitgeist need 160/90?

At the beginning of 2020, we began a partnership with Yale University to develop branding for the institution’s most ambitious fundraising effort to date, intended to raise $7 Billion. And as we’re all keenly aware, in the time between then and now, the world has changed dramatically. But through adversity comes opportunity. And it led us to take Yale—an institution more than three centuries old and a household name—toward an ambitious approach.

As Yale approaches a new chapter in its history, we saw an opportunity to push the university forward with a campaign brand that not only honors its history, but also goes far beyond its own campus and legacy and showcases the change (both potential and realized) that’s borne from one of the most prestigious institutions in the world.

We conducted an in-depth discovery to better understand what distinguishes Yale from other institutions of its caliber, and what a contribution to their fundraising campaign truly meant for donors and alumni. Conversations with more than 100 stakeholders across the institution led us to realize that we were launching a campaign not only for the benefit of the university, but for all of humanity. Because supporting Yale means combatting climate change. Advancing our understanding of human cognition. Creating more equal access to education. And cultivating the next generation to be leaders of consequence.

This fundamental truth became the strategic foundation of the For Humanity campaign.

We went on to develop campaign messaging and a full visual design system, printed case statement, campaign website, and anthemic films to introduce this ambitious campaign effort in a way that only Yale can.

In two years’ time, all in the throes of the pandemic, we have seen the Yale community embrace the full meaning of humanity, adapting quickly, responding with grace, and putting people first. And we’ve subsequently been invited to expand our remit beyond campaign branding, exploring themes of humanity, leadership, and partnership for the betterment of the world across key university initiatives.

We launched a Healthy Yale campaign, helping the university advocate for student and staff safety around returns to campus. We created a highly visible on-campus and virtual campaign with basic reminders for hand washing, mask wearing, and maintaining social distance, coupled with a more advanced appeals for individual accountability/behavioral compliance for the betterment of the group and greater New Haven.

We helped to brand and market strategic initiatives including the Wu Tsai Neuroscience Institute and the Planetary Solutions Project: a pan-university initiative addressing biodiversity and climate crises through research, education, and engagement.

We partnered with Yale Law School—which for nearly 200 years has trained students to lead in a remarkable range of sectors—to launch the Joseph C. Tsai Leadership Program.

And we worked with the Yale Divinity School to message different callings but one shared purpose: to serve, care, sustain, and uplift.