Butler University’s location in Indianapolis is a key part of their brand identity, however they felt disconnected from the city. The ‘Everything’s Butler in Indy’ campaign was created to help address this issue through a creative concept that included a microsite and environmental advertisements.
Together with a strategist, I helped to identify key Strategy Drivers for this campaign. We wanted Butler University to be the first thing you thought of when you heard Indianapolis, because Butler is a huge contributor in everything, from the art community, to athletics, to the economy.
A designer and copywriter helped to establish the creative concept: Everything’s Butler in Indy. Drawing some inspiration on the existing brand guidelines, the concept became tactics that included a microsite and environmental media.