Igniting the ambition of California and shining a light on the University of California system’s powerful impact on society was the call to action from which the expansive Onward California public outreach effort was created. At the heart of the campaign is a brand identity that, like the UC System itself, engages audiences with a style that is dynamic, playful, inventive and multifaceted. In other words: Boldly Californian.
UC’s Marketing Communications Director Jason Simon and Creative Director Vanessa Correa took an approach unique to higher education campaigns; one that connects to the hearts and minds of audiences by utilizing methods from both consumer advertising and the best of higher education marketing. This point of view informed the development of the overarching identity, unique in its ability to expand and shift for a wide range of applications.
“We want to ensure that Californians understand the unexpected, daily ways UC plays a role in their daily lives,” says UC Marketing Communications Director Jason Simon. “The identity had to reflect this thinking with a design core that expands out to reach and inspire audiences.”
Developed with select specialty advertising and production partners, the ongoing campaign features a docu-series, television brand spot, digital campaign, print and online media, and an experience design tour.
Through these many facets, the campaign honors UC with an authentic voice and relevancy for today’s audiences. It also reinforces the UC System’s promise to demonstrate its public value by showing the way for the state, the nation and the world through a commitment to research, excellence and California. The UC System -- which includes eight of the world’s top 50 public universities, five preeminent hospitals, nearly 230,000 students and 200,000 employees, and 1.7 million alumni -- embodies California’s vibrancy and culture of innovation; a core message throughout each communication.
“The University of California System occupies a place in making the world better,” concludes UC Creative Director Vanessa Correa. “I couldn’t find a more inspiring organization to support.”
Source: University of California