{"id":266,"date":"2025-01-29T19:03:14","date_gmt":"2025-01-29T19:03:14","guid":{"rendered":"https:\/\/nau.edu\/brand-strategic-communications\/?page_id=266"},"modified":"2025-04-17T20:35:02","modified_gmt":"2025-04-17T20:35:02","slug":"building-the-nau-brand","status":"publish","type":"page","link":"https:\/\/in.nau.edu\/brand-strategic-communications\/building-the-nau-brand\/","title":{"rendered":"Building the NAU Brand"},"content":{"rendered":"<div class=\"nau-block nau-block-left-nav-top-bound\">\n    \t<button id=\"left-nav-toggle-btn\" onclick=\"toggleNav();\">\n\t\tON THIS PAGE \n\t\t<i id=\"chevron-icon\" class=\"fas fa-solid fa-chevron-down\"><\/i>\n\t<\/button>\n\t<div id=\"left-nav-menu-track\">\n\t\t<div id=\"left-nav-wrapper\">\n\t\t\t<div class=\"rfi-above-anchor-tags\">\n\t\t\t\t<div class=\"ri-container\">\n\t\t\t\t\t<a href=\"https:\/\/nau.edu\/admissions\/request-information\/\" id=\"request-info\" class=\"btn bg-true-blue left-nav-menu-bottom-button display-mobile\">Request info&nbsp;&nbsp;<\/a>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div id=\"left-nav-menu\">\n\t\t\t\t<div class=\"menu-section menu-section-links\"><h6 class=\"hidden-mobile left-nav-list-header\">ON THIS PAGE<\/h6><ul class=\"left-nav-menu-list on-this-page\">\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/in.nau.edu\/brand-strategic-communications\/building-the-nau-brand\/#collaborative-journey\" title=\"A collaborative journey\">A collaborative journey<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/in.nau.edu\/brand-strategic-communications\/building-the-nau-brand\/#Research-testing\" title=\"Research and testing\">Research and testing<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/in.nau.edu\/brand-strategic-communications\/building-the-nau-brand\/#ThatsNAU\" title=\"That's NAU brand campaign\">That&#8217;s NAU brand campaign<\/a><\/li>\n\t\t\t\t\t\t\t<\/ul><div class=\"ri-container\"><a href=\"https:\/\/nau.edu\/admissions\/request-information\/\" id=\"request-info\" class=\"btn bg-true-blue left-nav-menu-bottom-button display-mobile\">Request info&nbsp;&nbsp;<\/a><\/div><\/div>\t\t\t\t\t\t\t\t<div class=\"menu-section backcolor\">\n\t\t\t\t\t<div class=\"header\">\n\t\t\t\t\t\tHOW CAN WE HELP?\t\t\t\t\t<\/div>\n\t\t\t\t\t<ul class=\"responsive-icons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a href=\"tel:n\/a\"><img decoding=\"async\" src=\"https:\/\/in.nau.edu\/wp-content\/themes\/nau-marketing-2021\/img\/icon-phone.svg\" alt=\"Telephone:\"> n\/a<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t<li><a href=\"mailto:BrandMgmt@nau.edu\"><img decoding=\"async\" src=\"https:\/\/in.nau.edu\/wp-content\/themes\/nau-marketing-2021\/img\/icon-email.svg\" alt=\"Email:\"><span class=\"left-nav-email\"> BrandMgmt&#8203;@nau.edu <\/span><\/a><\/li>\n\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n<section class=\"nau-block left-nav-section\"><header class=\"entry-header\"><div class=\"breadcrumb\"><ol class=\"breadcrumbs\"><li><a href=\"https:\/\/in.nau.edu\">IN<\/a><span class=\"breadcrumb-chevron\" aria-hidden=\"true\">&gt;<\/span><\/li><li><a href=\"https:\/\/in.nau.edu\/brand-strategic-communications\">Brand Strategic Communications<\/a><span class=\"breadcrumb-chevron\" aria-hidden=\"true\">&gt;<\/span><\/li><li class=\"current\">Pages<\/li><\/ol><\/div><h1 class=\"entry-title text-left \">Building the NAU Brand<\/h1><hr class=\"h1-hr  text-left \" role=\"none\"><\/header><!-- .entry-header --><\/section><!-- <section class=\"nau-block left-nav-section grid-md-12\">\n    <header class=\"entry-header\">\n        <h1 class=\"entry-title text-left \" tabindex=\"0\" id=\"h1-first\">Dummy H1<\/h1>\n        <hr class=\"h1-hr  text-left \" role=\"none\">\n    <\/header>\n<\/section> -->\n\n<section class=\"nau-block left-nav-section grid-md-12\">\n    <div class=\"page-content\">\n        \n\n<h2 class=\"wp-block-heading\" id=\"collaborative-journey\">A collaborative journey<\/h2>\n\n\n\n<p>At Northern Arizona University, our brand isn\u2019t just a logo or a tagline\u2014it\u2019s a reflection of our core values, our commitment to excellence, and our unique identity. The journey to articulate and refine the NAU brand has been a comprehensive endeavor, embodying the passion for learning and collaboration that defines our institution.<\/p>\n\n\n\n<p id=\"Research-testing\"><\/p>\n\n\n\n<section id=\"Our-brand-campaign\" \n    class=\"nau-block nau-block-panels   \" \n    data-layout_mobile=\"groupLayout-Stack gutter_Default panelLayoutPhotoTextHorizontal  photoAspect-4-3\"\n        data-layout_tablet=\"groupLayout-Stack gutter_Default panelLayoutPhotoTextHorizontal  photoAspect-4-3\"\n        data-layout_desktop=\"groupLayout-Stack gutter_Default panelLayoutPhotoTextHorizontal  photoAspect-4-3\"\n        data-layout_xl=\"groupLayout-Stack gutter_Default panelLayoutPhotoTextHorizontal  photoAspect-4-3\">\n\n    <div class=\"background-wrapper\">\n        <div class=\"block-main-content\">\n            \n            \n            \n            \n            \n            <div class=\"panel-wrapper\">\n                \n                                \n                        <div class=\"panel bg-gold  panelTypePhotoText   \"\n                            data-role=\"tabpanel\"\n                            data-panel=\"panel-Our-brand-campaign-0\"\n                            id=\"panel-Our-brand-campaign-0\">\n\n                            \n                                                                    <picture>\n                                            <source srcset=\"https:\/\/in.nau.edu\/wp-content\/uploads\/sites\/308\/2025\/01\/8975_Marketing_Staff_20210729-1-2000x1500.jpg\" media=\"(min-width: 1650px)\" \/><!-- xl -->\n                                            <source srcset=\"https:\/\/in.nau.edu\/wp-content\/uploads\/sites\/308\/2025\/01\/8975_Marketing_Staff_20210729-1-2000x1500.jpg\" media=\"(min-width: 1100px)\" \/><!-- desktop -->\n                                            <source srcset=\"https:\/\/in.nau.edu\/wp-content\/uploads\/sites\/308\/2025\/01\/8975_Marketing_Staff_20210729-1-1200x900.jpg\" media=\"(min-width: 768px)\" \/><!-- tablet -->\n                                            <source srcset=\"https:\/\/in.nau.edu\/wp-content\/uploads\/sites\/308\/2025\/01\/8975_Marketing_Staff_20210729-1-800x600.jpg\" media=\"(min-width: 0px)\" \/><!-- mobile --><img decoding=\"async\" src=\"https:\/\/in.nau.edu\/wp-content\/uploads\/sites\/308\/2025\/01\/8975_Marketing_Staff_20210729-1-scaled.jpg\" alt=\"8975_Marketing_Staff_20210729 (1)\"  \/>                                        <\/picture>\n                                        <div class=\"content\">\n                                            <div class=\"text-wrapper\">\n                                                \n                                                                                                    <h3 class=\"h3-tab-index h4\">Research and testing<\/h3>\n                                                \n                                                \t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"text alt-link-caret\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p>Our brand journey began with rigorous research to collect quantitative data and build qualitative insights. We engaged with various stakeholders\u2014current and prospective students, parents, alumni, faculty, staff, and Arizona residents\u2014through surveys, focus groups, and interviews to understand what NAU represents and what sets us apart.<\/p>\n<p>We also tested campaign concepts with prospective students. Their feedback guided us toward the \u201cThat\u2019s NAU\u201d campaign.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t                                            <\/div>\n                                            \n                                                                                    <\/div>\n                                    \n                                \n                                                        <\/div>\n                                                <\/div>\n\n                    <\/div>\n    <\/div>\n<\/section>\n\n\n<h2 class=\"wp-block-heading\" id=\"ThatsNAU\">That\u2019s NAU<\/h2>\n\n\n\n<p>This brand campaign theme represents all four of the NAU brand pillars: valuable opportunity, inclusive community, supportive faculty, and bold impact. <em>That\u2019s NAU<\/em> provides an opportunity to naturally frame the messaging and conversation around specific aspects of the <a href=\"https:\/\/in.nau.edu\/brand-strategic-communications\/nau-brand\/\">pillars, promise, and personality<\/a>.<\/p>\n\n\n\n<p>The creative approach supports positioning NAU as a distinctive place offering a wealth of opportunities and benefits to students from a wide variety of backgrounds. In terms of messaging and visuals, the concept is powerful, direct, succinct, and a reflection of the culture and community at NAU.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"That&#039;s NAU | 10s\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/he6t7Fouk8k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n    <\/div>\n<\/section>\n\n<div class=\"nau-block nau-block-left-nav-bottom-bound\">\n\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":51,"featured_media":267,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","ring_central_script_selection":"","footnotes":""},"class_list":["post-266","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/pages\/266","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/comments?post=266"}],"version-history":[{"count":55,"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/pages\/266\/revisions"}],"predecessor-version":[{"id":1303,"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/pages\/266\/revisions\/1303"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/media\/267"}],"wp:attachment":[{"href":"https:\/\/in.nau.edu\/brand-strategic-communications\/wp-json\/wp\/v2\/media?parent=266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}