Brand Working Group
In 2023, the ÂÒÂ×ÊÓƵ Office of University Communications established a brand working group composed of 30 individuals representing offices and departments from across the University. This group — which included faculty, staff, students and alumni — guided the phases of ÂÒÂ×ÊÓƵ’s brand clarification process, which was designed to provide the university with a clear path to evolve its already strong brand into a mature, consistently used, sustainable and motivational brand identity, starting with a clear consensus about ÂÒÂ×ÊÓƵ’s key strengths and differentiators among our internal community.
The group participated in a brand audit, competitive research exploration, focus groups and interviews, and brand identity exercises. In addition, members of the group were responsible for providing critical feedback and input from their areas of the university, bringing forth suggestions or concerns to ensure the brand clarification process was shaped by a collaborative effort among ÂÒÂ×ÊÓƵ stakeholders.
In the summer of 2024, the brand working group finalized the elements of ÂÒÂ×ÊÓƵ’s brand portfolio and launched a new, comprehensive brand guide and toolkit. The newly articulated differentiators and brand strengths will be guiding principles to empower ÂÒÂ×ÊÓƵ to stand out in the higher education landscape and demonstrate the university’s unique value proposition. The use of this shared brand expression will unify ÂÒÂ×ÊÓƵ’s look, feel, tone, voice and external expression, further establishing ÂÒÂ×ÊÓƵ as a leader in engaged learning, undergraduate teaching, innovation, mentorship and transformational outcomes.