OUR WORK Arizona State University
Dedicated to the planet’s future with ASU’s Global Futures Laboratory.
In late 2020, Arizona State University launched its Global Futures Laboratory (GFL), a novel cross-university entity modeled on the U.S. National Labs and devoted to hopeful approaches for a thriving planet. The “climate-related” landscape, however, was as big as ASU’s vision and cluttered with entities from all sectors vying for leadership. ASU needed to move quickly but thoughtfully to differentiate itself and build momentum.
We took on a complex task that required a deep understanding of ASU’s operations, culture and strategic objectives as well as the mission, vision and scientific rigor underpinning the GFL.
Our ultimate goals were to quickly stake a media presence for the GFL, its faculty and research, and to create a comprehensive, cohesive and exciting brand identity to communicate the lab’s essence and potential to a broad audience.
GOAL
Partner with ASU and GFL to help differentiate and elevate this new entity in a crowded field of climate-related organizations and initiatives.
SECTOR EXPERTISE
Higher Education
The Work
The strategic partnership between ASU’s Global Futures Laboratory and FINN Partners has yielded significant early successes:
- Increased Media Engagement: FINN’s work with GFL faculty has led to scores of placements in national, international and key climate outlets across various fields, including water, extreme weather, biosystems, new energy solutions, indigenous knowledge and future cities. We also managed media relations around Professor Dave White’s leadership role in the Fifth National Climate Assessment, and were integral to every element of ASU’s hosting of the Society of Environmental Journalists’ 2025 conference–including event management.
- Developed Core Messaging: We shaped the GFL’s initial creative narrative, communicating the urgency and importance of redefining humanity’s relationship with the planet. This narrative has served as the foundation for all subsequent communications efforts.
- Brought the Brand to Life: FINN developed a strategic branding framework to guide our design of a distinctive visual identity that captured the GFL’s essence and was flexible enough to encompass a broad spectrum of multi-disciplinary research domains while also maintaining a cohesive, recognizable brand presence.
- Established the Communications Playbook: FINN delivered a comprehensive brand and narrative playbook. This foundational resource provides clear guidance for anyone communicating on behalf of the GFL, ensuring consistent and impactful messaging across all platforms.
FINN Partners’ collaboration with ASU is expanding to new strategic and creative initiatives that help grow its influence as it delivers on all elements of its charter.