The Office of Strategic Communications established a new brand for the university to provide an umbrella for all communications, marketing and fundraising messaging across campus. Fearless Ideas, which will serve the university during its largest fundraising campaign, emphasizes Maryland’s strengths in research, innovation, advocacy, entrepreneurship, and academics, the arts and athletics. We created a distinct visual identity, succinct brand guidelines and a series of four messaging buckets for targeted times of the year. From that foundation, we spearheaded the campus wide adoption of this brand—Fearless Ideas is woven into videos, print and digital graphics, posters, T-shirts, light-pole banners and social media graphics for units to distribute. External promotion of the brand has included newspaper ads, billboards, bus wraps, and airport and mall installations.