The challenge was multifaceted. They needed to balance their reputation for innovation with their identity as an urban core university, all while showcasing their global leadership in experiential learning and cooperative education.

The solution lay in music and sound—a medium capable of encapsulating tradition, innovation, and emotional resonance.

Melody:

Central to their strategy was the creation of a melody that echoed tradition yet embraced the future. It served as the heartbeat of their brand, conveying innovation, hope, and boldness.

Rhythm:

The rhythm of the composition mirrored the pulse of human experience, evoking the magnitude of the institution and the vitality of its student body. As the piece unfolded, the rhythm intensified, inviting listeners to join in and embrace the call to "Do More."

Textures:

Incorporating human textures was pivotal. Students needed to not only see themselves but also hear themselves within the brand. Through stomps, claps, and choral voices, the composition captured their essence, bridging the gap between institution and student body.

Sound Design:

Authentic sound design enhanced the university's "hands-on" approach to education, fostering trust and alignment between visual and auditory experiences.

Conclusion:

The result? A brand unification that resonated deeply with diverse audiences. The power of music and sound transcended demographics, fostering a sense of connection and belonging. The impact was tangible—an 8.4% increase in first-time degree-seeking students, marking the largest incoming class in the university's history.

‍

In essence, the University of Cincinnati's audio brand not only united tradition and innovation but also fostered unprecedented growth by speaking directly to the hearts and minds of its community.

‍