UCSC - The Humanities Institute

The forest AND the trees
The Approach
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Every year someone new declares that the Humanities is “dead.” But in a time of fake news and big data, Humanists might be the ones to save us.


UCSC brought Swell on to make the Humanities more relevant and, well, human. In an increasingly complex world, we needed to clarify the mission of the Institute and ground it in what matters -- peoples' lives.

We set out to build a brand as bold and ambitious as our client's end-goal: to rescue the Humanities from the Ivory Tower of academic navel gazing. For the Humanities to survive, it was time for the academy to see the forest AND the trees.


We re-introduced the organization as The Humanities Institute – a global hub for all things Humanities-related, from research and interdisciplinary collaboration to public events. In a year, we doubled the organization’s digital audience and caused a commotion on campus that rallied people to the Institute and led to six-figure contributions to support the cause.