Milo Lives!

Challenge

As CU Denver’s student body continued to evolve, the demand grew for student experiences similar to those of more traditional, residence-focused universities. Culture and community-building elements, such as housing, student organizations, greek life and athletics.

Driven by a dedicated and relentless group of student government members, the opportunity to expand CU Denver’s brand and create a rallying point for student pride and spirit could not be ignored.

Solution

A steering committee was formed, comprised of key student, alumni and marketing stakeholders. Work began with a series of surveys to current students and alumni, to gauge the interest for a university mascot. Upon receiving an overwhelmingly positive response, a project roadmap and strategic brief was developed and presented to campus and system leadership.

Disruption sessions were held with key internal and external stakeholders, to refine the scope and ensure its fit with the university’s existing brand. Further audience surveys and town halls revealed a strong preference for an animal-based mascot with a more playful, mischievous nature (versus an overly aggressive, sports-focused icon).

The committee underwent extensive geographic and wildlife research, ultimately forming a shortlist of animal mascot candidates. Another round of stakeholder surveys and town halls was conducted, resulting in a clear winner.

The Canada lynx, once driven to extinction in Colorado, had been reintroduced in 1999 by the Colorado Parks and Wildlife agency. Since that time, it had defied expectations and flourished—much like many of CU Denver’s students and alumni.

The mascot’s personality and appearance were defined through a series of creative brainstorming sessions and stakeholder focus groups. A naming contest resulted in a student-designed moniker: Milo the Lynx, a combination of Mile High and LoDo, area landmarks adjacent to campus.

Results

The CU Denver Lynx—and Milo the mascot—were unveiled to the public at a dynamic and transformative on-campus event. Within weeks, CU Denver’s spirit identity had been enthusiastically embraced by students, faculty and leadership as a much-needed focal point for campus culture and collaboration.

Over the next five years, Milo has helped propel the university’s club sports and intramural athletics programs, lobbied for higher ed funding on the steps of the state capitol, increased branded apparel and merchandise sales, driven undergraduate enrollment and K-12 outreach efforts, and served as the benchmark for dozens of student-driven efforts and collaborative initiatives.