Rebranding West Virginia University — The “Mountaineers Go First" Campaign.
West Virginia University needed a bold new direction to capture the pioneering spirit of its students, faculty and alumni. The goal was to develop a new brand platform and campaign that would inspire pride, drive enrollment, elevate the university's academic profile, and position WVU as a leader in innovation and forward-thinking education.
The Solution
With a “family first” approach, the Mountaineers Go First campaign was born. This complete rebranding initiative emphasized WVU's culture of being first to step forward, first to challenge the status quo, and first to create impactful change. It connected deeply with the university’s long-standing traditions while embracing a vision for future growth.
The campaign rolled out internally first, then externally, across multiple channels, including video, digital, print, and social media, showcasing WVU's unique combination of academic excellence, beautiful landscapes, and close-knit community.
The rebranding successfully positioned WVU as a university where bold ideas are not just encouraged but expected, ensuring that Mountaineers truly go first.
Results:
5,200
Record first-year enrollment on the Morgantown campus.
30%
Increase in applications from 2015 to 2016, with admits increasing 23 percent.
3 pts
Average ACT score increased by 3 points.
27%
Increase in Honors College students.
