Though it’s now an official partner of Drake University Athletics, the DU Great Collective was just a concept when MACLYN first started working with them. They had neither a name, logo nor any sort of brand identity. Nothing. So, we met with the client to get on the same page regarding their vision and goals for the organization—all centered around raising funds and building community.  

As the partner of a Drake grad, I already had an especially close connection with the school and its athletics brand. And one phrase in particular, allegedly proclaimed by raucous Bulldogs on their way to the local bars, got me thinking: “This is how we DU it”. There it was…the hook (or at least the inspiration to create a new one).

“Let’s DU this, Bulldogs” is the tagline/CTA combo I decided on, which led to me naming the organization the “DU Great Collective”. The value prop and website practically wrote themselves after that. I loved it. The client loved it. And the rest, as they say, is history.