Example of a billboard featuring Lexi Raikes created for university's Here & Beyond advertising campaign

The Cardinal Community knows the University of Louisville never settles, continuously striving to improve lives while aiming to help a better world take flight.

Now, the university is furthering that message past our campus borders. Here & Beyond, UofL’s newest advertising campaign debuted Jan. 17 with a campaign website and national advertising presence.

“The Here & Beyond campaign is the culmination of a multi-year effort to evolve the university’s brand, getting to the core of who Cardinals are, what we do and why it matters,” said Interim President Lori Gonzalez.  “The campaign is especially critical in challenging times like these to celebrate the university’s progress and distinctiveness, and to highlight the brand attributes – including resilience, passion and innovation – that help us create thriving futures for our students, our community and our society”

After extensive research with input from thousands of students, faculty, staff, alumni and Kentuckians, the university centered its campaign around showing UofL’s impact in student success, research and innovation and connection with local and global communities. That message blends together with a striking new look for the campaign, which can be seen in national television commercials, billboards, digital advertising and more.

More than 200 students, faculty, staff and alumni participated in brand video and photo shoots last fall, in front of the cameras and behind the scenes. Throughout the year, stories of the Cardinals featured in our brand anthem and advertising materials will be available on the Here & Beyond site; Cardinals like Andrea Behrman, professor of neurological surgery, a leader in the field of pediatric spinal cord research, or Lexi Raikes, a first-generation student and triple major who is Kentucky’s only 2022 Truman Scholar, or alum Connor May ’16, a trumpet player who composed the music for the campaign.

“We know that people want to engage with brands that stand for something. Here & Beyond amplifies our efforts to improve lives through education, research and community service, and it illustrates those efforts through our people,” said Kim Butterweck, executive director of brand and marketing for the Office of Communications and Marketing.  “It’s our people who power our progress.”

UofL worked with multiple partners to bring the campaign to life, including the university’s creative agency, BVK, along with their production partners including Quriosity Productions, Sheldon Candis, Finn O’Hara, Natalie Faye, Nimble Content and May, the composer.

Visit louisville.edu/hereandbeyond to explore more and look for the campaign on television, social media and billboards throughout Louisville, Lexington and Bowling Green, Kentucky.

Erica Walsh
Erica Walsh is the marketing director for the Office of Communications and Marketing. Her job lets her share UofL’s good news in all avenues of communications including UofL Magazine, advertising, content marketing and branding. Walsh joined UofL in 2014 after previously serving as the public relations specialist at Indiana University Southeast. Prior to her career in higher education communications she was an award-winning newspaper reporter. Red is one of her favorite colors and it’s a good thing, too, because she earned her bachelor’s degree in journalism from Western Kentucky University and her master’s in communication from UofL.