The University of Minnesota Rochester (UMR) is a campus of the University of Minnesota system. UMR offers distinctive health sciences and biosciences education to prepare students for a broad spectrum of current and emerging careers. Uniquely located in the heart of downtown Rochester, MN, UMR is not your typical University campus.
Why they Came to White Space? UMR hired a “big dog” in the Twin Cities to develop a new marketing campaign designed to drive community awareness for the school. The Minneapolis firm put together a great tagline: Recoding the DNA of Learning, but couldn’t help build and execute a strategy around the tagline. As such, UMR turned to White Space to bring the tagline to life. Our design team took the tagline and ran with it, creating a look and feel that has become a key brand for the University. In addition, we developed a guerrilla, grass roots strategy for communicating the brand throughout the community. Everywhere you went in downtown Rochester you were surrounded by UMR’s campaign.