Arizona State University had an ambitious and forward-thinking strategic plan: to remake the accepted model of the American university, rethinking the university’s role and the way it is organized. Our team worked collaboratively with ASU leaders to arrive at a strategic framework for a comprehensive communication program, one that focuses on the challenges of the 21st century and ASU’s commitment to meeting them. We then worked with the university to roll out this new brand, providing guidelines and a communications strategy, as well as designing a detailed year-long strategic plan, an event and exhibition to launch the strategy, and a galvanizing brand video.