The University of Memphis had an identity crisis. For a new positioning we looked no further than the culture of the community itself. Memphis is a city built by people who turn ideas into action — from music and civil rights to business and innovation — and the University reflects that same drive.

“Driven By Doing” became the umbrella line that brought the city and the university together. It communicates a culture of initiative, ambition, and results, showing that knowledge matters most when it’s put into motion. Students and faculty don’t just learn — they test, create, and lead in the real world.

The positioning gave the University a clear, authentic voice rooted in local pride and forward momentum. Resonating with prospective students, alumni, and community partners alike.