Manifesting the Maverick Spirit


Traditional universities have been adapting at large-scale to continue to meet the needs of a generation of students with a whole new outlook on the world. With the impact of COVID taking a toll on admission numbers nationwide, Colorado Mesa University needed a creative strategy that captured the unique offerings the college has to offer, while providing confidence for students to be excited for a safe, in-person experience.



With CMU’s Maverick spirit of challenging the status quo at the heart of the university, BrandJuice knew it was time to go off script. Inspired by the motivations of students themselves, the campaign’s high-impact and collage-style creative explored the breadth of hands-on programs and activities available both on and off campus–at a place that is Just West of Ordinary.

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