Ana G. Méndez University
Ana G. Méndez University — Mi Alma Matters
A creative platform and campaign linking higher education to Hispanic students’ identity and aspirations.
Cognate role: Creative & Brand
Challenge
Ana G. Méndez University (UAGM) had quietly built a genuinely student-centric institution with strong support systems — but that strength was largely invisible to the outside world. The brand needed visibility and a single, unifying message that captured who it really was.
Insight
Dozens of one-to-one interviews with students and faculty, data mining, and close observation surfaced a two-part truth: this generation has a new relationship with education, and education — and its youth — play a central role in Puerto Rico's morale and its future.
Strategy
Find the soul of the brand. Build a campaign around 'Mi Alma Matters' that connected UAGM's student-first ethos to a generation's aspirations and to Puerto Rico's collective spirit — a brand truth, not just a tagline.
Solution
A brand platform built from real student and faculty voices:
- Created the 'Mi Alma Matters' brand idea and platform.
- Composed original campaign music to carry the emotion.
- Produced branded materials across multiple channels.
- Grounded every execution in the institution's authentic, student-first character.
Execution
The platform came to life as 'Mi alma máter' / 'Mi alma no es conformista' — creative that paired aspirational student portraits with a confident, proud voice, carried by an original campaign anthem and rolled out across channels.
Results
The work outlived the campaign and became part of the institution: UAGM officially adopted 'Mi Alma Máter' as the organization's motto, the campaign music became the sports anthem for the university's basketball, track, volleyball and other teams, and the line appeared on team mascots and uniforms.
