UCLA – Optimists
Step onto campus or any number of our art, athletic, healthcare or research facilities, and the feeling of optimism is palpable–in the students; in the faculty; and in what’s to come. Optimism is powerful. It creates pioneers. It silences critics. It redefines what is possible. And it’s what makes UCLA a place where you can transcend your potential. We are game changers: despite obstacles, barriers and naysayers, we aren’t afraid to challenge conventions and establishments; we push, advance and break new ground. We are, the Optimists. Once the research had been completed, brand positioning set, and strategy had been outlined, we went to work developing a myriad of “brand campaigns” focused on Optimism and the positive impact UCLA has in its communities throughout LA and around the world. The campaigns were also designed to educate, reinvigorate pride with various constituents, and soften the beachhead for an approaching Capital Campaign. Key Message: “With an unrivaled spirit of optimism, UCLA is an engine of opportunity and progress propelling action and change around the world.”