Rasmussen University requested Incubeta's help with developing a creative strategy and style guide for their 2023 campaign. The objective of the campaign was to broaden awareness of Rasmussen University beyond just a nursing school and beyond their campus footprint to drive growth in new areas like their online degree programs, while maintaining their commitment to Nursing and Healthcare. The scope of the project included discovery and research, competitor analysis, brand positioning, copy and creative exploration, culminating in the production of a comprehensive master campaign guideline deck.