Written by: Jessica Gale
Since move-in day, students have seen “We Are UNWavering” everywhere across campus, but few know the story behind the rebranding. The rebranding process began at Northwestern’s 2023 annual State of the Organization (SOTO) meeting. Jennifer Clemens, UNWSP’s Senior Director of Marketing, said the idea to rebrand was a “gut instinct.”
The rebranding aimed to create something uniquely Northwestern, that could be owned by President Corbin Hoornbeek, and encapsulated what Northwestern stood for. The marketing team spent four months listening to key themes before they created possible taglines. From there, focus groups helped determine how each tagline resonated with parents, students, alumni, and faculty.
Photo: University of Northwestern’s Senior Director of Marketing, Jennifer Clemens
“We needed to shift and create something new… There is a new chapter, with a new president, with a new strategic vision. We need something that aligns with that; our stake in the ground.” – Jennifer Clemens
The rebranding aimed to create something uniquely Northwestern, that could be owned by President Corbin Hoornbeek, and encapsulated what Northwestern stood for. The marketing team spent four months listening for key themes before they created possible taglines. From there, focus groups helped determine how each tagline resonated with parents, students, alumni, and faculty.
The three options presented to the focus groups were “UNWavering,” “Find Purpose,” and “Live Purple.” The first option appealed to the public, who encouraged the marketing team to add the words “We are” in front of the tagline. The concept delighted the University of Northwestern’s cabinet and board. After debuting to staff in August’s SOTO, “We Are UNWavering” made its first public appearance on a Minnesota State Fair billboard.
In the last month, feedback from the community has been overwhelmingly positive. The new tagline has prompted dozens of emails and calls from the public. The rebranding reflects the school’s unwavering commitment to being a Christ-centered and people-serving university.
“As the President, it’s critical to set the trajectory for the next generation so that 120 years from now, Northwestern will continue to be UNWavering in our love for God’s Word, and our love for God’s world. If we lose this, we won’t have much to offer.” – Dr. Corbin Hoornbeek
