As Northern Arizona University prepared to launch the largest fundraising campaign in its history, it partnered with C/A to develop the strategy, messaging, brand and digital experiences that would inspire a new culture of philanthropy across the institution.
NAU partnered with Casual Astronaut to help shape and launch Elevate, a comprehensive campaign designed to expand educational access, strengthen academic excellence, support faculty innovation and enhance the student experience for generations to come.
From campaign strategy and messaging to brand development, creative direction and digital experiences, C/A helped build the foundation for a bold new era of philanthropy at NAU.
The Challenge
Unlike many large public universities with established traditions of philanthropy, NAU was still building a culture of giving. As the university prepared to launch its first campaign at this scale, leaders recognized the need for a clear narrative that connected donor investment to meaningful impact — not only for students, but for communities across Arizona. The campaign needed to:
- Unite multiple colleges and stakeholders around a single vision
- Articulate why philanthropy matters at a public university
- Inspire support from audiences ranging from alumni and first-time donors to principal gift prospects
- Establish a distinctive campaign identity that felt both aspirational and authentically NAU
- Create a flexible communications framework capable of supporting years of fundraising activity
At the same time, NAU’s mission extended beyond its Flagstaff campus. The university plays a critical role in addressing workforce needs across Arizona, particularly in rural and underserved communities through programs in healthcare, education and environmental stewardship. The campaign needed to reflect that broader impact.
Strategy & Positioning
C/A led the development of a comprehensive campaign narrative rooted in opportunity and social impact. Working closely with university and foundation leadership, we identified key audience motivations, developed campaign priorities and established a messaging framework that could scale across channels and constituencies. The platform positioned the campaign not simply as a fundraiser, but as a call to action to expand access, drive discovery and strengthen communities throughout Arizona.
Messaging
A campaign of this scale required more than a single message. C/A developed a comprehensive messaging architecture designed to give advancement teams, university leaders and ambassadors a shared language for communicating the campaign with consistency and confidence across every touchpoint. Deliverables included:
- Core campaign narrative
- Voice and tone guidelines
- Elevator pitches and campaign storytelling
- Audience-specific messaging
- Calls to action for alumni, current donors, prospective donors, planned giving audiences and principal gift prospects
Brand Development
To support the campaign launch, C/A created the Elevate campaign identity and accompanying brand guidelines. Drawing inspiration from NAU’s existing brand while establishing a distinctive presence for the campaign, the visual system balanced aspiration with institutional credibility and provided a flexible platform for use across print, digital and environmental applications. Deliverables included:
- Logo exploration and development
- Visual language and graphic patterns
- Color palette
- Typography standards
- Brand usage guidelines
- Sample applications and environmental graphics
Campaign Experience
Beyond strategy and branding, C/A developed an integrated suite of campaign materials to support both the public launch and long-term fundraising efforts, ensuring a cohesive donor experience across every channel and audience interaction. Deliverables included:
- Campaign website
- Case for support materials
- College and unit one-sheets
- Environmental graphics
- Event materials
- Branded merchandise and collateral
A New Case for Giving
Elevate gave NAU more than a campaign identity. It gave the university a powerful new narrative for philanthropy — one that connects giving to opportunity, discovery and the future of Arizona. For an institution building a culture of philanthropy, that shift is significant. With a shared story, distinctive campaign identity and communications platform built to scale, NAU entered its most ambitious fundraising effort with a clear vision of what it was asking people to invest in — and why it matters. Elevate isn’t simply helping NAU raise money for the future. It’s helping define the future NAU wants to create.