As part of strategic initiatives to build brand awareness, Tuskegee University planned an outdoor advertising campaign, to include billboard advertising, in several markets in and around Tuskegee, Alabama where the university is located.

Tuskegee University was founded in 1881 by Booker T. Washington. The school’s name transitioned to Tuskegee Institute, attaining University status and becoming Tuskegee University in 1985. Tuskegee University is an independent, state-related institution – one of two designated land-grant universities in Alabama – and a recognized Historically Black College and University (HBCU).

The University has a proud legacy of innovation and accomplishments through its 140+-year history. Tuskegee University is ranked number three in U.S. News World Report’s 2022 annual rankings of the Best HBCUs in the country. As part of the University's new campaign, the MMD team was hired to design a series of billboard ads showcasing key messages.  University leadership listed both awareness and brand loyalty as campaign goals, citing the desire to instill pride in communities around the campus -- for students, faculty, and businesses with a certain geographic area, as well as for visitors.

The MMD team created eye-catching, bold designs, communicating the long-standing legacy of the University, while making it clear that the University is at the forefront of innovation and societal impact.

MMD has a deep and extensive portfolio in work in higher education, including HBCUs and other public and private institutions, across the country. Additionally, MMD's president and CEO, Michael Marshall is a member of the Cultural Heritage Stewardship Initiative, a pilot program with the nation's leading historic preservation groups to plan care for cultural resources, buildings and landscapes at HBCUs nationwide.

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