Troy reveals new brand campaign: All Ways Real

Troy University recently unveiled its new brand campaign: “All Ways Real. Always TROY.” The campaign seeks to build a brand around the different types of people and values that make Troy special. 

“Our talented marketing and communications staff worked in partnership with Carnegie Higher Education, an agency that specializes in university marketing and enrollment strategy,” said Leslie Scrushy, associate vice chancellor for marketing and communications. 

Nate Henderson photo

John Robert Lewis Hall sports a banner featuring the new Troy campaign.

“Along the way, we engaged senior leaders, deans, faculty, staff, alumni, current students and prospective students.  

“The result is a brand identity that reflects the entire Trojan community.” 

The campaign was in development for around a year.  

“We began last fall with a series of workshops across the university to gather input on Troy’s brand personality,” Scrushy said. “From that foundation, we worked to develop a message and visual style that reflects the heart of Troy University.” 

Icie Wallace, a senior graphic design major from Sylacuaga, Alabama, was one of the many students who had the pleasure of being involved in the making of the campaign.  

“My favorite part of being in the campaign was really seeing how a professional movement takes form because this was a really high-profile change,” Wallace said. “I remember explaining what was happening with the commercial to my family and friends and they didn’t realize just how big of a deal it was. 

“We had a full production team there, which as a design student who’s done film projects that was really neat to see.”  

The campaign has already proven beneficial to students as many are excited to see the new displays on campus, and several are thrilled to see themselves star in the promotional material. The enrollment department is especially excited to see the benefits of Troy’s new branding and advertisements.  

“I do think we'll probably see immediate gains, even beginning in the spring, in terms of having a more just impressive visual identity,” said Associate Vice Chancellor of Enrollment Management Blake Bedsole. “Not that it wasn't great before, but it's kind of been taken to the next level now. 

“We're trying to grow to really saturate the state in the southeast in terms of our marketing footprint, like this campaign, this messaging, this strategy will benefit us in enrollment management directly … We’re really, really excited about kind of seeing where this can catapult Troy to in the future.”