Rose-Hulman: Create What Comes Next
February 12, 2026
As part of our 2025 partnership with Rose-Hulman Institute of Technology, we had the opportunity to create a new anthem video for the university. The piece highlights the academics and student life, past and present, that together shape Rose-Hulman’s vibrant and deeply rooted identity.
When Rose approached us about creating an anthem, there was a clear sense of intention from the start. This video needed to stand apart from the familiar university banner films that begin to blur together. Rather than relying on polished visuals that could belong to any campus, this video needed to feel unmistakably Rose.
Creative Director Matt Rice explained, “It has to be curious enough that someone wants to know more, and then also bring a tear to the eye of someone who graduated 30 years ago.”
The question became: how do we create a scripted video that feels unscripted?
Working closely with the Rose marketing team, we developed a creative strategy built around specificity and longevity meant to capture the journey of a Rose student.
At its core, the story follows the arc of a curious kid who has always loved to tinker, the decision to pursue something bigger, and the feeling of arriving somewhere that finally feels like home.
To bring that arc to life, we built a set inspired by a childhood bedroom of a student destined for Rose-Hulman.
Instead of introducing actors and risking something that felt overly staged, our camera simply observed the space, tracing the journey from early curiosity to the moment that student steps onto campus.
The depth of our understanding of the Rose student experience is only possible because this work is grounded in a long-term partnership. As a creative partner of Rose-Hulman for years now, we have spent time listening, observing, and learning. Sitting in labs. Walking dorm hallways. Experiencing maker spaces. Talking with students, faculty, and alumni. Each project adds another layer to our understanding of who Rose is and who it serves.
Santhana Naidu, Rose-Hulman Vice President for Marketing and Communications, reflected:
“In a longer relationship like this, I think the intangible benefit we get is the knowledge you have of who we are, and what that prompts from a creative side on your end that you can bring to us. And it's not just about the video, it's about the ideas that you bring, and how to make it unique. So I think that's what I've seen over time.”
The longer we partner, the more clearly we can reflect what makes Rose-Hulman distinct. We are grateful to our partners at Rose for continuing to trust us to keep exploring, refining, and telling this story together.
The Blueline Team
PS. If you’re looking for a creative partnership to help tell your story, let’s start the conversation.