Tyndale asked us to reach high school students who felt overwhelmed, burnt out, and unsure of who they were supposed to be. After much research, we anchored the campaign in a simple truth: most students do not actually feel “ready.” They feel pulled in every direction and unsure where they belong, which often makes higher education feel like pressure rather than a possibility.
We started with strategy, sitting down with Tyndale’s team to understand where they had been, who they wanted to reach, and what made their community different from every other university in their category. From there, we built a clear narrative: Tyndale is not just where you study, it is where you Find Yourself by discovering your brave, creative, and spiritual self, rather than simply pursuing a career path.
The Find Yourself campaign helped Tyndale shift from talking at students about programs to talking with them about who they are becoming. Early performance and feedback from their team showed stronger engagement from prospective students and families, confirming that the message was landing with the students they most wanted to reach.
The discovery workshop with MAKE Digital was an incredible experience for our team. The process was thorough, engaging, and helped us uncover new insights about our brand that we hadn’t considered before. The facilitation was exceptional, allowing everyone to contribute their ideas while ensuring we stayed focused on our goals. By the end of the workshop, we had a clear direction and a renewed sense of purpose for our campaign. I would highly recommend this workshop to any organization looking to refine their strategy and align their team around a shared vision.
Internally, Find Yourself has become a new lens for how Tyndale talks about itself across channels. The campaign language and ideas now inform ongoing communications, helping the university consistently position itself as a place where students can discover who they are becoming, not just what they will do.
