t he worLd Needs

more cowboys.

CAMPAIGN GUIDELINES

TABLE OF CONTENTS CAMPAIGN OVERVIEW

3-4

CAMPAIGN TONE

5-8

CAMPAIGN LOOK

9 - 16

CAMPAIGN IN ACTION

13 - 20

2 UW CAMPAIGN GUIDELINES

CAMPAIGN OVERVIEW Born from the very core of the University of Wyoming, this campaign takes the school’s boldest asset and modernizes it to reflect today’s challenges. It redefines what it means to be a cowboy in this day and age, distilling it down to the inner spirit of curiosity and boldness that all who call themselves cowboys can identify with, no matter their race or gender, or whether they’re a student, faculty or alum. That Cowboy spirit is what the University of Wyoming helps instill in students, giving them the skills and the support they need to make the breakthroughs that both they and the world need. With this campaign, we are putting out a call to those relentlessly curious enough to imagine a better world and propelling them into a position to make it. The World Needs More Cowboys, and we’re going to help make them.

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DEFINING THE MODERN COWBOY With this campaign we are casting away old stereotypes and updating not only what it means to be a Cowboy but what it looks like. Because a Cowboy isn’t what you are but who you are. It’s the spirit of curiosity and adventure that you have inside you. This pivot in definition is at the very center of the campaign and should be felt throughout all executions. There should be a concerted effort to contrast the headline “The World Needs More Cowboys” with visuals that are almost the opposite of a stereotypical image cowboy. In other words, more women and a range of ethnicities should be used to help visually define that a modern cowboy can be anyone. A lot of the power of this campaign comes from this contrast.

t he worLd Needs more cowboys.

4 UW CAMPAIGN GUIDELINES

CAMPAIGN TONE

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CAMPAIGN POSITIONING The World Needs More Cowboys is about pushing students to chase down the answers to their questions. The tone is based in reality, but brazen about the possibilities of the future. We’re serious, but we don’t take ourselves too seriously. We’re smart, but not preachy. And like a Cowboy, we get to the point quickly, which means we say more with less. Consider using these brand attributes in your writing both in the language as well as with the people you choose to feature. Adventurous

Grit

Authentic

Independent

Courage

Innovative

Creative

Integrity

Curiosity

Optimistic

Determined

Resilient

buckiNg t he syst em siNce 1886.

6 UW CAMPAIGN GUIDELINES

SAMPLES OF TONE Because it’s not what you are that makes you a cowboy or cowgirl, but who you are. It’s a shared spirit. It’s the spirit of the underdog. The trailblazer. The kind of spirit that longs for something to prove. __________ The University of Wyoming helps instill in students like you the inner spirit of the cowboy — independent, honest, courageous and relentlessly curious. We embrace the folks who are willing to work hard to right wrongs, to champion the underdog, and to speak their truths with the courage of their convictions. And as you grow into the person you were always meant to be, you’ll be prepared to make the breakthroughs that will, in fact, save the day. __________ The world needs more wonder. More curiosity. More people willing to stand on the perimeter and embrace the unknown. Our students are doers, thinkers and not afraid to roll up their sleeves and get to work.

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HEADLINES The World Needs More Cowboys. The World Needs More Relentless Curiosity. The World Needs More Wonder. The World Needs More Unbendable Optimism. The World Needs More Outside Thinkers. The World Needs More Unshakeable Determination. The World Needs More Fearless Independence. The World Needs More Fearless Authenticity. The World Needs More Authentic Voices. The World Needs More Adventurous Spirit.

The World Needs More Cowboys is the overarching campaign theme and should be the headline used most often. To accommodate other messages, additional headlines have been created using language from the anthem video and other words that match the campaign’s tone. Our aim with the additional headline options is to keep the wording inspirational/aspirational instead of literal. Contact Institutional Marketing for approval before altering or creating your own headlines.

The World Needs More Unyielding Courage. The World Needs More Inspired Creativity. The World Needs More Unwavering Integrity. Bucking the System Since 1886. Fiercely Independent Since 1886. Unapologetically Honest Since 1886. Intensely Creative Since 1886. Epically Innovative Since 1886.

HASHTAGS #TheWorldNeedsMoreCowboys #BuckingtheSystem #CowboysCan

Strongly Resilient Since 1886.

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CAMPAIGN LOOK

9 UW CAMPAIGN GUIDELINES

PHOTOGRAPHY This campaign features inspiring Cowboy students, faculty, and alumni, and the photography should be focused on telling their story in a visually compelling way. We’ll capture our featured Cowboys in portrait setups where they proudly pose with their work, or, in an environment that easily communicates their field of study or accomplishments. To get a sense of seeing our Cowboys in action we should also capture them “at work” as if we were a fly on the wall getting a sneak peak of them in their element doing what they do best.

PHOTO FILTERS The Photoshop filters that were created for this campaign are optional and are not required for campaign materials. They should be used selectively and strategically when they will enhance the design and draw attention to the headline. Contact Institutional Marketing for the .psd files and questions about best practices.

10 UW CAMPAIGN GUIDELINES

TYPOGRAPHY Blackhawk Italic is the primary font used for campaign headlines. This font has a unique, energetic look that sets UW and The World Needs More Cowboys campaign apart from other universities. •U  se the lowercase case setting of this all caps font. •T  his font may be displayed in the campaign gradient (see page 13) or the UW brand colors: UW Brown, UW Gold, black and white.

aA “Lower case”

*use this style

“Upper case”

•B  lackhawk is a licensed font. Contact Institutional Marketing for access to the font.

a b c d e f g h i j k l m

•F  or materials requiring copy additional to headlines and subheads, use UW approved sans serif and serif font options: Gotham and Adobe Garamond Pro.

n o p q r s t u v w x y z

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CAMPAIGN GRADIENT The gradient can be used for a background, headline and logo. Contact Institutional Marketing for color values to recreate this gradient.

SECONDARY COLORS These colors are used to contrast the gradient. WHITE UW BROWN 0C, 24M, 94Y, 0K

UW BROWN 53C, 72M, 77Y, 57K BLACK

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CAMPAIGN IN ACTION

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CAMPUS BANNERS

BILLBOARD

CAMPUS TRANSPORTATION

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“SELFIE WALL” IN STUDENT UNION

FENCE BANNER ALONG GRAND AVENUE IN LARAMIE

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CONFIRMATION BOX

The worLd needs

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more Cowboys.

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ADMISSIONS POSTCARD

ADMISSIONS AT-A-GLANCE BOOKLET

INTERNATIONAL VIEWBOOK

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INTERNATIONAL STUDENT SCHOLAR BROCHURE

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VERTICAL BANNERS

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The World Needs More Outside Thinkers. #buckingthesystem

t he world needs more wonde r.

Bucki ng t he syst em since 1886. #theworldneedsmorecowboys

#buckingthesystem

THe wor ld nee ds mor e out sid e t hin kers.

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If you have questions about the campaign elements or need help with production and/or implementation, please contact one of our team members: Associate Vice President of Communications and Marketing Chad Baldwin – cbaldwin@uwyo.edu Executive Business Manager Kass Sprague – kass7@uwyo.edu Director of Enrollment Marketing Jenny Petty – jpetty7@uwyo.edu Director of Creative Services Michelle Eberle – meberle@uwyo.edu