Discover Your Purpose

UW-Stevens Point has launched a new branding and marketing campaign to increase awareness of our university, enhance recruitment and retention, provide a visual identity that students, faculty and staff are proud of and work to promote, and to succeed in an increasingly competitive market. 

BVK, Wisconsin's largest independent branding agency, was retained by UW System to work with us to develop the campaign. Over the summer, they conducted interviews and comparative research to learn what distinguishes UW-Stevens Point from other universities.

BVK's research led them to recommend a brand positioning statement to convey our brand value. Informed by that, they developed a creative campaign and tag line, collaborating with University Communications and Marketing to gather feedback on options that best resonated with UW-Stevens Point's stakeholders. Scores of students, faculty, staff and prospective students participated in the process and ultimately chose "Discover Your Purpose" as our tagline.  

 A photography and videography team from BVK spent three days on campus capturing our students and facilities.  Our university photographer shot the powerful student portraits being used in the campaign.  Over time we will integrate this new brand identity into all of our activities – and we will use it heavily in student recruitment. 

Daniel's Purpose

From: China  

Major: Physics and Math 

"The first American TV show I watched was the Big Bang Theory. I wanted to have the life of Sheldon Cooper. I came to Stevens Point at age 16, I was so immature. UWSP shaped me to what I am, my friends, my environment, physics, how to be a researcher and be a well-rounded person." 

Bailey's Purpose

From: Blue Mounds, Wisconsin

Major: Environmental Education and Interpretation

"I wrote a paper on what my future classroom would be, and I realized I didn't want to be in a classroom all the time. So I went to the Academic advising center, and the counselor asked me what I liked to do in my free time. And I thought, who cares? I want help sorting out my career goals. I'm outdoorsy, and she suggested environmental education. I never knew this was an option.  I still get to be a teacher, but outside. That's my place. That's where I need to be."

​There were 36 students from the main and branch campuses that were interviewed for the campaign. They will be featured throughout the year.

Brand Guidelines

Downloadable Documents:

For the new profile picture branding bar, please contact University Communications and Marketing for the design file or to have them create a profile picture for you. 

We will be making templates for table cloths and pull-up banners in the future. Please contact Meas Vang, Lauren Priest or Brittany Kaminski for templates when you are ready to order new items for your department/unit. Please remember to provide dimensions, so the template can be adjusted to meet your specs.

To add the Discover Your Purpose frame to your personal Facebook profile picture, go to your profile on the Facebook app and tap "Edit" on your profile picture. Then tap "Add Frame". The frame is called UWSP-Discover Your Purpose.


To add a frame to your Page's profile picture:

Go to

Click your profile picture on the bottom left and select your page

Search for a frame by entering the frame's name, the creator's name or related words

Choose the frame you want to use from the results

Click Use as Profile Picture

Departments can contact University Communications and Marketing at for marketing and design support. 

We welcome your thoughts and ideas about integrating this campaign into your work.  

Social Media Ads

Behind the Scenes

Campus Launch