They Said
Campaign

Now more than ever we need a message that stands out from the crowd.

creative POV: they said

It’s bold

This will stand out in the category, not only in style, but in content - it takes a real stance against the system. It says WGU is an innovative university that’s on the side of the student.

It NAILS THE MESSAGING

It is clear and direct. It states WGU’s differences and clearly portrays why WGU is the most flexible, and student centric University.

It’s Relevant

We’re representing our real students and their real situations, and giving them a voice. It also gives us multiple chances to show how WGU works with their lives.

It’s MEMORABLE

Respondents remember the message and recall the strikethrough. We believe it can continue to resonate, grow more meaning as it’s repeated, and easily evolve into continued empowerment.

while the industry defines flexible as changing the environment,



WGU Defines flexible as changing the way the system works.

creative components

TYPOGRAPHY:

Futura Standard Bold

Font applied to the main message. 110% text height.

Marydale Bold

Used as a strikethrough corrections accent.

color palette:

Hex: 003057
CMYK (100, 57, 12, 66)

RGB (0, 48, 87)

Hex: 46B1EF
CMYK (62, 15, 0, 0)
RGB (70, 177, 239)

Hex: 78BE43
CMYK (58, 1, 100, 0)
RGB (120, 190, 67)

Hex: FFFFFF
CMYK (100, 82, 46, 52)
RGB (1, 36, 64)

photography

VIDEO

Videos use both testimonials and all-text graphics to match the They Said messaging and style. The continuity of the style and voice shows how WGU works within our student’s lives. Our video media helps tell the story of how WGU is an innovator that’s on the side of the student.

Video example:

They Said TV Spot - A University that Listens to You

Asset examples

The following examples are developed templates that follow a strict look and feel for this campaign using the campaign’s creative components and photography. These examples are how digital and print media look and message for “They Said”.


Contact the creative department if you are requesting a new “They Said” asset. The color palette, typography, photography, and layouts are consistent across all campaign collateral.