CONTENT:
University of California, Irvine

Seeking Global Pre-eminence. The University of California Irvine was known for its strong academics and research, ranking as the #1 university amongst schools under 50 years old. However, their reputation as being a regional school and just another part of the UC system was capping their potential. The university sought our team’s expertise to define, articulate and help promote the UCI brand story and identity to support their aspirations to be a first-choice institution by all.

Idiosyncratic Character. With Impressive Credentials. In a UC system of well recognized and respected universities, UCI is an original. The brightest and most passionate were making their distinctive mark through UCI. From their quirky mascot, the Anteater, to the cutting-edge research resulting in real world impact, the UCI brand position arose from understanding that this is a place embracing the differences that make a difference.

Different Wins Gold. The team designed and implemented the brand at key points in and around the University and the surrounding Orange County community. Starting with a new identity and visual system, we developed the “Making a Difference” advertising campaign. A series of digital and print ads, outdoor retail billboards, and airport and campus banner ads were created to launch the brand and reposition the university. Not only did this strategic work raise awareness and help people to see the school differently, it was awarded a CASE District VII* Awards of Excellence Gold (regionally) and Bronze (nationally). We continue to provide brand consulting and marketing services to both the University and the UCI Health System.