Overview
In November 2024, SMU achieved Carnegie Research One (R1) classification (on average in a single year, these institutions spend at least $50 million on research and development and produce at least 70 research doctorates). The 2024 Provost Report included discussion around R1 (research support, cluster hires, postdocs) and what R1 means for SMU, students, faculty, alumni and the community. Eisenberg leveraged the phrase UNR1VALED for the report, which coincided with the launch of a WeR1 advertising and marketing campaign for SMU.
Challenge
SMU’s Office of the Provost needed its 2024 report to tell the story of a milestone that was still months away when planning began. The report had to explain what R1 means for SMU and reach donors, corporate stakeholders, peer provosts, prospective faculty and the media. It also had to follow SMU’s “Championing Excellence” campaign style without the athletics focus and carry Provost Elizabeth G. Loboa’s voice.
Solution
Eisenberg built the report around one word: UNR1VALED, with the “R1” set in red at its center. The cover shows SMU’s mustangs charging through water, and the opening spread sets “We R1” in oversized type, tying the report to the WeR1 campaign Eisenberg also created. Inside, an “Unrivaled” header runs through every section, including SMU’s road to R1, what R1 means for Dallas, academic excellence and new dean profiles.
2023 Provost Report
2021 Provost Report
