Each of us defines all of us.

The University of New Mexico has the most diverse student population in the nation. Their mission is to serve every student equally, whether from another culture, another state, or one of the 19 pueblos nearby. They have top programs from arts to engineering—making them just as varied in ideas as in ideologies. But that wealth of perspectives left them lacking a common identity.

It was about a culture of contrast, not the contrast of cultures. Their differences defined them. Individuals together. Whether they were a 1st generation geology grad, an architecture student from Albuquerque, or a Native American nursing major—they were all Lobos.

“Each of us defines all of us” became the campaign's rallying cry uniting everyone at UNM. Paired with lifestyle and academic images that embody the experience of being a Lobo, the campaign celebrated every walk of life on campus for playing their part in defining the school's culture.

The entire lifecycle of the Lobo journey was considered. From admissions life-cycle engagement to alum outreach, each creative tactic was tailored to the specific audience and built pride in being part of the UNM community.

A series of viewbooks unpacked the UNM experience across individual schools and disciplines. They were a vehicle for storytelling that shed light on how the university impacted people’s lives, the state of New Mexico, and the world.