MIZZOU // THE PURSUIT OF WHY

The College of Arts and Science at the University of Missouri contains multitudes, which is a fancy way of saying it is wonderfully hard to explain.

It is art and science. Logic and creativity. Research and expression. The largest academic unit on campus, but also the hardest to pin down. Our job was to find the language that could hold all of that together without inventing a new brand or pretending one discipline mattered more than another.

The Pursuit of Why became a positioning and messaging platform built around the question that drives every field forward. The playbook gave the College a clearer purpose, voice, tone and audience-specific messaging system for prospective students, current students, faculty, staff, alumni and donors.