Impact
Above All Else.
Brand Positioning
Strategy
Design
Creative Direction
Advertising
Breaking through the college football commercial break.
Every school's recruitment ad looks the same: students walking to class, a beaker being stirred, a voiceover full of platitudes. Rutgers needed to break through that, and through the fast food and insurance ads flanking it, for 30 seconds of attention during Big Ten football.
At Rutgers, greatness isn't measured by rankings or recognition. It's measured by impact.
Pure, in partnership with Legend Labs, built the platform around a simple belief: the most important breakthroughs are the ones that reach the people who need them most. Rooted in Rutgers' land grant mission, Impact Above All Else celebrates a university driven not by prestige, but by progress that improves lives.
This year's spot featured Rutgers' breakthrough cancer cell treatment.
Last year's told the story of a condition affecting 10 million Americans.
"Telling a compelling and meaningful story in 30 seconds is not easy. Even harder is having it be factually true, feature the doctor leading the research, film in an active cancer hospital, and leave the audience with a meaningful impression of what we have the power to do at Rutgers."
Melissa Blake, AVC, Rutgers University about the “One More” commercial
Rutgers School of Medicine needed a brand toolkit as ambitious as its mission.
Uniting two historic campuses, we built a unified identity for a medical school powered by science, grounded in community, and shaping the future of healthcare.
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