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The university launched an overhauled on Wednesday, marking the beginning of a new brand and creative strategy – one that doesn’t include the words “exceptional,” “innovative” or “real.” After working with an outside firm, Salt Lake City-based Helix Education, the university debuted a new campaign – “Many and One.”

Jason Groves, chief marketing officer, said the campaign is based on the verse 1 Corinthians 12:12, which reads “just as the body, though one, has many parts, but all its many parts form one body, so it is with Christ.”

The new website is a product of focus groups and research conducted by Helix Education, he said.

“The purpose was to surface what makes ACU truly unique and how can this be communicated to various audiences,” Groves said.

The result: a site focused on drawing in prospective students in three primary areas: undergraduate, residential graduate or online graduate. The site gives preference to information important to recruiting,

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