The University of Cincinnati originated the idea of experience based education. And today, they are continuing to innovate new methods of immersive, hands-on learning unlike anywhere else.
To communicate to both the prospective student and the parent/gatekeeper, the challenge was clear. Find a way to sound on-trend, while still retaining the trust that is expected from a larger institution. This landed us working from a loop based pattern, utilizing all organic textures native to the university while straying from the standard fanfare or "University Sound" to use a minor pentatonic scale for our melody. This brought the grit, attitude, and the critical mass.
:30
A :30 was created for use in broadcast. The piece originally aired regionally during the opening ceremony of the Rio Olympics and continues to run during every broadcast of the University's sporting events.
