Michigan Athletics needed a recruiting experience that could speak to elite student-athletes before direct coach contact was allowed. The challenge was to express the full value of Michigan — Big Ten competition, academic credibility, campus life, tradition, and support — in a way students could explore on their own.
The work turned recruitment into a self-directed brand experience. It gave Michigan a richer way to compete for national talent, balanced football’s visibility with the strength of the broader athletic department, and created portable content that coaches and teams could use to draw students back into the experience.
The work turned recruitment into a self-directed brand experience. It gave Michigan a richer way to compete for national talent, balanced football’s visibility with the strength of the broader athletic department, and created portable content that coaches and teams could use to draw students back into the experience.