Wayne State University is widening the lens on its brand with a new campaign, Warrior Strong Is ___, shifting the conversation from recruitment to real-world impact across Michigan.
Developed with Doner and Doner Media, the campaign challenges a familiar idea. Anyone can claim strength. Warriors prove it. Instead of treating “Warrior Strong” as a fixed identity, the work reframes it as something earned through daily action.
The 60-second hero spot brings that idea to life through students and faculty who do the work, run clinics, launch businesses, and tackle systemic challenges from the inside. It positions Wayne State not as a place of potential, but as a place where things actually get done.
Rooted in Detroit, the university leans into its role in healthcare, access to education, research, and economic development. That deep integration becomes the backbone of the campaign, highlighting Wayne State as a driving force not just within the city, but across the state. Watch below:
“Wayne State deserves a strong, unique and compelling brand,” said President Richard A. Bierschbach. “In a higher education landscape that faces numerous challenges, it’s essential that we clearly and consistently tell the story of what makes Wayne State special — the real impact our students, faculty, alumni and staff are making in Detroit and across Michigan.”
“For this campaign, we wrote, ‘This isn’t a university in Detroit, this is Detroit in a university,’” said David DeMuth, Executive Chair, Doner. “With those words acting as direction, we infused greater power into Wayne State’s ‘Warrior Strong’ position, more purpose to its brand identity and more authenticity into all communications.”
The effort also expands beyond traditional higher ed messaging. Rather than focusing solely on prospective students, the campaign speaks to a broader civic audience, reinforcing the university’s role as a public institution with tangible impact.
Authenticity drives the creative. All on-screen talent are real students and faculty, and the voiceover comes from an alum. The result feels grounded, lived-in, and aligned with the campaign’s core message: this isn’t branding, it’s behavior.
The campaign is now live across paid social, online video, digital out-of-home, and streaming audio, bringing Wayne State’s version of strength into sharper focus across Michigan.
CREDITS:
BRAND: Wayne State
- Doug Kuiper, Sr Assoc. VP, Wayne State University
- Carolyn Berry, Assoc. VP, Wayne State University
- Art Lionas, Creative Director, Wayne State University
- Regan Boldman, Graphic Designer, Wayne State University
- Darryl Shreve, Assoc. Director, Wayne State University
- Mary Benitez, Dir. Project Management, Wayne State University
- Vinnie Roberts, Project Manager, Wayne State University
- Rachel Flum, Project Manager, Wayne State University
AGENCY: Doner
- Craig Conrad, President, Doner
- Laura Slywka, VP Account Director, Doner
- Steve Osterman, Executive Creative Director, Doner
- Sarah Henry, Associate Creative Director, Doner
- My-Lou Vang, Associate Creative Director, Doner
- Tadgh Ennis, Associate Creative Director, Doner
- Brian Nelson, VP Creative Director, Doner
- Anthony Karagosian, VP Creative Director, Doner
- Alima Trapp, EVP Inclusive Strategy and Intelligence, Doner
- Michael Stark, VP Managing Executive Integrated Producer, Doner
- Sam Koretz, Integrated Studio Producer, Doner
- Jessica Shamma, Integrated Studio Production Director, Don
- Amy Bem, Production Designer, Doner
- Mary Littell, Associate Design Director, Doner
- Adina Lipsitz, VP Studio Enablement, Doner
- Matt Sommerfield, Retouch Director, Doner
- Dieter Miler, Senior Retouching Artist, Doner
- Susan Castleberry, Sr. Business Manager, Doner
- Jane Greening, Sr. Talent Manager, Doner
- Jennifer Schulties, EVP Head of Media Strategy and Operations, Doner
- Nicole Miller, Director Media Planning and Strategy, Doner
- Natalie McLaughlin, VP Media Operations, Doner
- Dwight Bush Jr., Director of Paid Social, Doner
- Mark Aguinaldo, SVP Head of Data and Analytics, Doner
- Ryan Ginger, Director Digital Marketing and Media Analytics, Doner
- Chelsey McGrogan, Associate Director Project Management, Doner
- Jacob Mosley, Sr Data Strategist, Doner
- Rondell Wilson, Ad Ops Manager, Doner
- Adina Shecter, Sr Analyst, Doner
- Maxwell, Programmatic Trader Sr Manager Doner
- Kathy Fessler, Associate Director Social, Doner
PRODUCTION COMPANY: Unreasonable Studios
- Jake Wrubel, Director, Unreasonable Studios
- Kevin Connor, Producer, Unreasonable Studios
- Matt Reznik, Line Producer, Unreasonable Studios
- Nicki Howe, Production Coordinator, Unreasonable Studios
- Tony Del Bel, Audio Engineer, Unreasonable Studios
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