A marketing company has been hired to help with building the new identity for Purdue University Fort Wayne.
The step comes as the campus known as Indiana University-Purdue University Fort Wayne since the 1960s is splitting into Purdue and IU entities effective July 2018.
Virginia-based SimpsonScarborough is being paid $80,000 for work including a survey of high school students and current IPFW students, faculty and graduates. Under the realignment, Purdue will oversee the campus and most programs while IU will provide health science, nursing and social work degrees.
SimpsonScarborough vice president Molly Jackson says the 10,000-student campus is facing a “truly unique” transition but the new Purdue Fort Wayne could end up with a clearer identity.