Elevating a University’s Powerful Legacy

Award Winner

Howard University

When you’re an institution of tremendous significance, your milestones matter. For Howard University, 150 years was more than a time to celebrate, it was an opportunity to engage communities across the country and globe with a powerful vision for the future. Since 1867, Howard University has been at the forefront of breaking down racial barriers, creating opportunities for young leaders, and engaging in national discourse.


  • Branding
  • Integrated Marketing
  • Strategic Planning

Awards & Recognition

  • AIGA 50 Competition
  • MarCom Awards
    Gold Winner


With its 150th fast approaching, Howard University was in need of a brand and communications platform that leveraged this tremendous opportunity to increase awareness of, and interest in, their important mission. Milestones like these don’t come often, and the administration knew they would need to engage an outside firm to help guide the process, build consensus, and develop creative solutions for diverse objectives, stakeholders, and audiences.


U.Group worked closely with a specially appointed committee of Board Members, Staff, Alumni, and Students to conceive and create a brand platform that symbolized both the legacy and vision of the institution—and had the features necessary to engage new audiences in programs scheduled throughout the year. The Sesquicentennial brand, with its powerful slogan, “The Time is Always Now,” was born out of this collaborative process and unveiled by President Wayne A.I. Frederick during his address at Howard University’s 149th Opening Convocation.


Howard’s sesquicentennial brand identity, messaging, and digital activations captured the attention of audiences and the media—and were leveraged to increase fundraising, student enrollment, and general awareness of the University. The brand also served as a galvanizing symbol for students and administration through campus activations, events, and takeovers of university channels throughout the year.