Universities are operating in a rapidly-changing job market. Northern Michigan University, like many other institutions across North America, was facing eroding undergraduate admissions. We were asked to help reposition the university for the future, making it more competitive in the regional market and beyond. We conducted a deep discovery process, interviewing students, faculty, administrators, board members, alumni, and the local community. This led us to a core belief among all audiences – NMU unleashes strength of mind and character. From there, we developed the Fearless Minds campaign platform which led off with a manifesto film, Training Ground. The campaign extended across all recruitment touchpoints including a microsite, email campaign, direct mailings, and other collateral.