The Tennessee Fund ensures student-athletes at the University of Tennessee reach their full academic and athletic potential. Gifts from more than 15,000 donors support student-athletes numbering greater than 500, as well as 20 athletic programs. Additionally, the gifts enable coaches to recruit the nation’s premier student-athletes and compete for SEC and national championships. When an organization relies solely on the support and generosity of its members, it must remain fresh, exciting and relevant.
The University of Tennessee Athletics Department reached out to Designsensory to develop a new website. What resulted was something much bigger: a multi-channel approach for garnering support and commitment from the community.
Our location in East Tennessee gave us an advantage of being familiar with the heritage and traditions associated with the University of Tennessee. That knowledge combined with our expertise across all platforms forged the perfect partnership to create the Tennessee Fund’s branding, advertising campaigns and print collateral in addition to its website.
The Tennessee Fund has a commitment to excellence both in enriching the lives of student-athletes as well as managing the donor support it receives. Because of that commitment, Designsensory made sure the brand and its messaging remained consistent and clear across all platforms.
The simple contemporary approach of the brand system infuses overarching brand elements from the University of Tennessee, while also making a connection to athletics. The functionality of the website—as well as the messaging of the print pieces—communicates opportunities for members and fans to show support in a variety of ways and on a number of levels. Vibrant colors, bold photography, graphic elements and inviting copy immerse readers in the university’s heritage and continually build momentum for donor support.
As fans ourselves, we’re looking forward to communicating more of the Tennessee Fund mission and vision in the future.