The alumni relations team came to the in-house agency with a simple request: grow the number of alumni who volunteer with UNH (and add engaging with their alma mater to their life journey). We wanted to show that volunteering could mean a lot of different things to a lot of different people, but that there's a spirit that unites all opportunities. Instead of simply telling the story of what alumni can offer UNH as volunteers, we wanted to show what volunteering can give them -- new possibilities and a renewed connection to the UNH community.

This campaign emerged as UNH unrolled its "University of New" brand campaign. We wanted to participate within that larger campaign but also create a distinct identity that would appeal to alumni in particular. An additional consideration was the lack of available photography. We needed to create an integrated campaign that would rely on different types of visual storytelling. Eventually, we landed on the idea that would unlock the campaign: what if a beautiful blue pin was the central motif? The campaign -- something new, something blue -- was born. When alumni put on the pin, it becomes their something new, something blue: a new direction in their lives, and a timeless sense of place and pride.