Challenge What's Accepted And Move Up the Ranks

University of Florida College of Veterinary Medicine

Industry Type
Higher Education
Gainesville, Fl
Company Size

The Need

The University of Florida College of Veterinary Medicine has some of the finest researchers, resources and educators in the country. However, its national ranking wasn’t quite reflecting that. It was our job to rebrand the college and tell their story in a way that would help them crack the top-10 ranking of veterinary school in the nation.

Of course, we set out to do a little more than just that.

Services Offered

Primary Research →
Brand Strategy →
Brand Identity →
Strategic Narrative →
Internal Communications →
Channel Communications →
Digital Marketing →
Video Production →
Print Advertising →
Speech Writing →

The Approach

We all know veterinarians as pet doctors. But as our research uncovered, UF vets also help protect our food supply and develop treatments in animals that translate to humans. Their eagerness to take on any challenge and question what’s accepted inspired the brand position: Challenge Accepted.

We concepted and produced an anthem video introducing the new Challenge Accepted brand position. It connected with donors, alumni and peer institution. It also garnered international marketing accolades, recognition from the American Association of Veterinary Medicine Colleges and was nominated for an Emmy Award.

  • UF CVM Brochure
  • UF CVM Bannerstand
  • UF CVM Bannerstand
  • UF CVM Bannerstand

Pillar Videos

To dive deeper into the UF Vet Med story, we created 3 videos that explored Challenge Accepted through the lenses of research, patient care and student education.

Spots Jumped in U.S. News & World Report Rankings
International Award-Winning and Emmy-Award Nominated Video
Video views. The best of any other college of veterinary medicine.
Not only did Frankel help us reach our ambitious goal, they instilled pride in the college.
— James Lloyd : Former Dean University of Florida College of Veterinary Medicine

Infusing More

Not only did the campaign achieve its goal of increasing the college’s ranking, it also helped with student and faculty recruiting, as well as engagement with key donors and thousands of alumni.

  • UF CVM Lucy

    ph: 352.331.5558
    5001 Celebration Pointe Ave
    Ste 520
    Gainesville, FL 32608