Towson University
RISE Campaign

Capital Campaign

Towson University (Maryland, USA) launched its largest-ever capital campaign in support of the university’s ambitious vision for its future. Ashton Design was charged with developing a campaign brand that reflects TU’s unique character and activates pride within the university’s diverse community.

Project under Ashton Design x Towson University

Role

Graphic design
UX/UI design
Project management

Credits

Jenny Hoffman, creative direciton
Kim Carlin, strategy & copywriting
Black Magic, development

Recognition & Press

IDENTITY

The RISE campaign visual approach captures TU’s forward momentum and integrates visual elements from the Calvert Pattern of the State of Maryland’s flag.

WEBSITE

The campaign website provides multiple ways users can find their own interests within this comprehensive campaign, featuring stories of the university’s impact and instilling a sense of pride in association with a university on the rise for alumni from all generations.

Approach

As the website grew in size and scope, a series of standard content modules were created for cost-efficient site development. Reusable modules include a stories slider, an accordion for the giving opportunities, content sections, and a video module.

Social

The campaign identity needed to be translated effectively to social: dynamic, student-centered, youthful, and image-driven.

Campaign Success

TU’s marketing, advancement, and events teams easily embraced the RISE brand for the campaign’s virtual launch on April 29, 2021.

TU closed the campaign on June 30, 2023, having exceeded its goal: 202 new scholarships formed and over $102 million raised to fund the university’s vision for the future.