How do you express to the world that a university and health care system are unlike any other? That was the challenge facing a group of branding strategists, brand managers and creatives this past year, as VCU and VCU Health looked to create a new brand platform.
The result: the UNCOMMON platform for the university side and the “UN” platform for the health system. And the team: students from VCU’s own Brandcenter, working hand in hand with the team from VCU Enterprise Marketing and Communications.
Introduced in 2022, this enterprisewide platform uses empowering “UN” words to demonstrate VCU and VCU Health’s distinctive excellence.
VCU’s branding materials reflect the idea that it is the commonwealth’s university. This position was a result of more than 2,000 brand research stakeholder interviews, which revealed the perspective that VCU is truly the commonwealth’s university because of its mission of access, focus on diversity and inclusion, acceptance rates and location in the heart of our capital city. By working in partnership with the VCU Board of Visitors and senior university leadership, the team created a platform that signals the university’s highest priorities and reflects strategic decision-making at the most executive level.
“As a leader, the greatest gift you can give an institution is to be really bold about distinguishing what you do, how you do it and the impact it has,” said Michael Rao, Ph.D., president of VCU.
Rather than take the path of least resistance, branding the university with familiar slogans and visuals, VCU chose the path of most resistance by building a platform for the inclusive culture and unique character that set the campus apart. Now, the university has an “uncommon” way to tell its story that captures the essence of who VCU is and who it serves.
We believe that Virginia Commonwealth University is, in fact, the commonwealth’s university, because we see potential in everyone. But we are uncommon in our approach. That mindset makes us a place like no other.
Grant HestonVCU President for Enterprise Marketing and Communications for VCU and VCU Health
“We believe that Virginia Commonwealth University is, in fact, the commonwealth’s university, because we see potential in everyone. But we are uncommon in our approach,” said Grant Heston, vice president for Enterprise Marketing and Communications for VCU and VCU Health. “That mindset makes us a place like no other.”
VCU Health’s branding shows that it is an organization with an unwavering commitment to exceptional patient care and research.
The brand carries through the platform with bold typefaces and imagery, with various fonts used for different types of messaging.
“Our branding is versatile. It can be adapted to various contexts and messages, making it an excellent tool for diverse marketing campaigns,” said Vann Graves, Ed.D., director of the VCU Brandcenter. “For instance, it can prefix a range of positive attributes like ‘unconventional,’ ‘unparalleled’ and ‘unstoppable,’ which can be applied to different aspects of VCU and VCU Health, from research and teaching to patient care and community service. And it’s simple yet impactful, making it easy to remember. This is particularly important in a competitive landscape where distinctiveness and recall value are crucial to brand recognition and loyalty.”
This platform lets us talk about ourselves in a way that eliminates comparison to others. It allows us to be authentically and unapologetically VCU.
Kevin BestAssociate Vice President for Brand Marketing
According to Kevin Best, VCU’s associate vice president for brand marketing, “this platform lets us talk about ourselves in a way that eliminates comparison to others. It allows us to be authentically and unapologetically VCU. No one can be VCU or VCU Health. No one is better at telling our own stories than we are. This platform celebrates the individuality of every student, faculty, team member and patient.”
