IE University has always been out of the ordinary.
The challenge was not to just say it, but to prove it from the inside out.
We created an internal brand campaign designed to build pride and a sense of belonging within the IE community. The objective was to help staff and students realize that the people around them are not just part of an institution, but part of something truly special.
Instead of looking outward, we looked inward.
The most powerful stories were already there.
To create authenticity and emotional connection, the campaign focused on real people from within the IE community, and the extraordinary lives they lead beyond their official roles. By showcasing these stories, we aimed to highlight the diversity, talent, and purpose that define the community.
Among the stories featured:
As media, we used everyday spaces to tell these stories. Elevator screens across campuses showcased community profiles, while inside the elevators we created photobooths with messages aligned with the new values. These spaces invited participation and quickly became moments the community wanted to share, generating organic content across social platforms.
The campaign concluded with an all-staff event where we presented the new positioning, values, and the thinking behind Extraordinary, nothing less.
During the event, we also launched a dedicated page for IE’s new manifesto, designed to present it in an interactive and motivating way, inviting the community to engage with it rather than simply read it, you can find it at:
https://www.ie.edu/our-purpose/
For social media, we planned a launch post featuring the campaign film, encouraging the community to repost it or share their own reflections on the new positioning. The response was driven by genuine engagement, with staff and students expressing pride in belonging to IE and engaging with the message in their own voice.
