Anchoring journalism as a champion of the peoples' possibility.


USC Annenberg School of Communication & Journalism

Communications Campaign × Naming × Messaging × Visual Identity × Collateral × Website × Stakeholder Engagement

Role: Creative Director  
Studio: Bruce Mau Design

The University of Southern California was embarking on a seven year, six-billion-dollar capital campaign — the largest in higher education history. The colleges within the school were made responsible for creating and driving their own distinctive fundraising efforts.

Annenberg, USC's prestigious school of Communication and Journalism, looked to create a campaign message and roll-out that would resonate with their diverse donor audiences — from recent graduates to parents of students to long-term, large-scale supporters.

At a time when Journalism is undergoing a paradigm shift — with the power of Communication is being distributed, reinterpreted, and often distorted — USC Annenberg knew that they needed to speak with vision, candour, and passion.

The team was invited to create the overarching theme, engagement strategy, messaging, and key communications pieces for the campaign.

Focusing on the newly relevant Communications and Journalism practice that is being championed at the school, BMD created the Pursuit of Possibility campaign that builds trust and excitement around a new and nimble kind of authority. The messaging connects the emergent potential growing in the field with the duty to empower the public.