GVSU engages Lakers on new brand campaign at event on Valley Campus

Grand Valley held a launch event for its new brand campaign on September 30 at the Cook Carillon Clocktower on the Valley Campus. The celebration featured food, free T-shirts and other activities for students, faculty and staff while providing information about the updated brand.

The campaign focuses on student success, highlighting the unique journeys of Grand Valley learners as they turn their potential into reality and make a positive impact on their communities.

“Our team has engaged with voices from across our campuses and around the Midwest over the past few years,” said Stacie Behler, GVSU vice president and chief public affairs and communications officer. “Through that dialogue, we have gained a stronger understanding of how the community views our university, which has helped shape our story in a unique, compelling way.”

The campaign features a refreshed university logo and a new tagline: “Turning What If into What Is.”

The new tagline is the inspiration for Grand Valley's new ad campaign as well. On billboards, social media and the web, people will see advertisements that incorporate the new tagline and feature GVSU students.

Along with the new tagline and updated logo, Grand Valley unveiled new monikers for its campuses: The Valley Campus in Allendale and the City Campus in Grand Rapids, encompassing the Pew Downtown Grand Rapids Campus and Health Campus.

Jennifer Allard, Grand Valley associate vice president of marketing and branding, said the new campaign is focused on empowering GVSU students, faculty and staff to become the key storytellers of the university.

“We hope these updated elements of Grand Valley's brand leave a lasting impression on our community and create a reinvigorated sense of pride in our university,” she said. “The power of turning 'what if' into 'what is' can be found at our university because of our dedication to transforming potential into reality for our students.”

Ali Belhrak, a graduate student studying applied computer science, was drawn to the launch event by the free snacks and the bracelet-making table. Belhrak said he was intrigued when a staff member spoke with him about the updated branding.

“Updating things gives to the new generations (of students),” he said.

Belhrak was glad to have the opportunity to learn about GVSU's new campaign and its goals. As he and other students left the clock tower with new shirts, bracelets, photos and an insight into the campaign, they can go become those storytellers for the university.

Grand Valley is holding more brand campaign launch events on the City Campus as well.