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Centennial Celebration


Celebrating the past, present, and future


Honoring a century of education

Industry: Education Government, Public & Non-Profit

Southern Methodist University was celebrating two milestones: the centennial of its founding in 1911, and its opening in 1915.

SMU, one of the leading private universities in the Southwest, challenged us to help them memorialize both milestones in a meaningful way. SMU leadership wanted a physical representation of the university’s centennial — a tribute to a century of educating and inspiring future leaders, and a place for alumni, donors, students, and prospective students to experience the rich legacy and exciting future of SMU.

Excite and immerse

Together with SMU leadership, we worked to design, develop, and bring their “Second Century Celebration” to life.

SMU and Freeman worked together to design an experience that invited attendees to take a walk through SMU’s past, present, and future. We crafted a journey that would excite the senses and immerse the audience in the overall messaging of SMU.

Throughout the installation, we provided a series of visual and interactive cues to keep attendees engaged in the overall experience, including the Video Gateway, Founders Wall, Pillars of Achievement, and Yearbook Stroll.

Preserved in perpetuity

The original plan for the exhibit was to house it in the Student Activities center for four years. After the exhibit was open for a short period, one impressed alumnus donated $1 million to ensure the exhibit stays on campus in perpetuity.

Freeman continues to partner with SMU on event programs including high-profile donor dinners, commencement ceremonies, and many of the activities surrounding the grand opening of the George W. Bush Library on campus.

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