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For Immediate Release
January 04, 2018

IPFW Partners with SME, Inc. to Develop Purdue University Fort Wayne Brand

FORT WAYNE, Ind.—Indiana University–Purdue University Fort Wayne (IPFW) announced at a news conference this morning that SME, Inc. has been chosen as the brand marketing partner to develop and implement the new Purdue University Fort Wayne* brand.

“After months of work and gathering research to ensure we find the best partner, I am thrilled to announce our collaboration with SME and look forward to working with them as we create the Purdue University Fort Wayne brand,” said Ron Elsenbaumer, chancellor. “SME has a proven track record of working with many well-known higher education institutions including Harvard University, the University of Louisville, NYU Law, and Purdue University.”

SME will draw on the strengths of Purdue Fort Wayne and build a cohesive brand identity that is authentic to the university and sets the foundation for growth. As previously announced, last year the university contracted with SimpsonScarborough to conduct market research regarding the branding of the institution as part of the transition to Purdue University Fort Wayne. Following their research, they also assisted in developing our core brand strategy, positioning, and targeted messaging that will drive our future marketing objectives and branding efforts. All of this information was shared with SME as part of the comprehensive process to assist in their efforts in developing our messaging and visual marketing roll out.

“SME is honored and excited to work with Purdue University Fort Wayne to help develop a vision for its brand,” said Ed O’Hara, president and chief creative officer at SME. “Together our goal will be to bring this university’s unique voice to the forefront and inspire all stakeholders with a message that outlines the possibilities that the future will bring,”

SME was founded in 1989 and is a Learfield Company. They have offices in New York, Austin, Atlanta, Chicago, Dallas, Los Angeles, and Indianapolis. Find more information at the SME website.

In addition to the introduction of SME, the Purdue Fort Wayne's official logo was unveiled. IPFW’s marketing communications department worked closely with marketing officials at the main campus in West Lafayette to develop the signature logo.

For more information, contact Angie Fincannon, vice chancellor for advancement, 260-481-6675 or

Certain transactions require prior approval by the Higher Learning Commission (HLC), the university's accrediting body. The HLC visited the Fort Wayne campus in September 2017, and will vote on approval at their February 2018 meeting. A decision is expected in March 2018.

*Pending Higher Learning Commission approval