We if.

University of Oregon is a Tier 1 research university set deep in the woods in Eugene, Oregon. They are a track powerhouse, have underground labs, and their mascot is a Duck. The place is quirky and full of character. Runners, renegades, researchers, all driven by one question—what happens if?

To them, “if” is a verb. It’s a powerful force driving an insatiable desire to find answers. “If” inspires people to be the anomaly, shine a light in the dark corners of the unknown, and pour rubber on a waffle iron. “If” makes people pioneers, so others can follow where their journey leads.

“If” is everywhere on campus. From the zebrafish tanks to the 50-yard line of Autzen Stadium, “if” flowed through every story on campus like the mighty Willamette. An anthemic video captured the spirit of “if” and a microsite that unpacked the story behind every cut in the spot. Yes, every cut.

This 52-page viewbook was more than a comprehensive look at the university; it was an invitation to ask if. It gave prospective students a sense of what’s ahead if they embark on a journey to Eugene—and into the unknown.

Each accepted student got a personalized poster and flag in the mail. They could then go online and digitally plant their flag, enroll at UO, and join other incoming first-year students from around the globe.

High school sophomores received custom decks of playing cards in the mail called the “Answer Pack.” Each card had an intriguing phrase that, when googled, would return results with stories about UO. The message: we have answers; bring us your questions.

Accepted students got a book called “A Duck Like These” that told the stories of successful alums one to ten to twenty years after earning a degree at UO. The subtext: you could become a Duck like these.