UAF Brand Identity Positioning Statement The University of Alaska Fairbanks draws students into a welcoming community, offering them inspiring and transformational educational challenges – from the personal to the global – in the vast, dynamic laboratory that is Alaska. Brand Essence/Truth Contextual Immersion (complete involvement and instruction based on extensive exposure to surroundings or conditions native to the object of study) Simply put: “Inspired by Place” Brand Personality UAF is sociable, engaging, stimulating, down-to-earth and always “game.”1 Brand Character Embracing We are a mentoring, tight-knit community. Bonded by common interests (social, culture, geographic, environmental, political, economic), we eagerly draw in those around us for study, work, advocacy and play. Kinship and belonging provide rewards and benefits, on campus and in the greater community. More: Welcoming, friendly, hospitable, affinity, companionable Less: indifferent, cold, unfriendly, fragmented

Stimulating We are enlivened by our environment – by Alaska. A sense of pride and competence comes with everyday living. Hands-on opportunities and transformational research create a rich and worthwhile experience for many students. Finding our place in the Far North binds, drives, warms, and transforms us, providing an endless source of inspiration, curiosity and study. More: energizing, galvanizing, captivating Less: hum drum, unexciting, dispiriting

Authentic We are unpretentious, approachable and “come as you are.” We think for ourselves, preferring to define our self-image on our own. We’re grounded in reality, living and working together in an open, unaffected way. You can trust us to be frank, sincere and loyal. At UAF quality of life, not quantity, is our priority. More: genuine, real, earnest, accessible Less: artificial, dishonest, counterfeit, posers

Practical At UAF, value matters. A UAF degree is an investment, and we’re proud to deliver high-quality education at an affordable price. Top-notch and accessible faculty and breadth and depth in academic study produce job-ready students. It’s a savvy measure of assurance and, ultimately success, to choose UAF. More: meaningful, respected, practical, Less: cheap, second-rate, inferior

                                                                                                                 1  Game = capable and likes a challenge, showing an unyielding spirit, willing and ready.

UAF Prospective Student Viewbook

Created in late summer 2012 as a recruitment tool and the first “Naturally Inspiring” branded piece. On this page are excerpts from the publication – the

cover and two internal spreads.

UAF Print Ads

Print ads were developed by the UAF creative team and

placed in the Fairbanks Daily News-Miner, Anchorage Daily

News and the Juneau Empire.

UAF Print Ads

UAF On Campus

UAF brought the brand to the campus community with active campus ambassadors,

outdoor signage, social media and an online brand

guide enabling other departments and colleges within the University to incorporate the brand in

their communication materials.

Light Projection

Snow Paint

UAF On Campus Banners

UAF On Campus

Branded Materials

UAF On Campus

Branded Materials

UAF On Campus

Social Media Examples Proving why UAF is “naturally inspiring”

Northern lights photo garnered 40 comments, 868

likes and 575 shares!

Link to UAF TV Spots: Filmed during the beautiful Fairbanks fall and aired in Fairbanks and Anchorage. These two spots feature real UAF student research opportunities and represent the embracing campus community. VOLCANO: http://www.youtube.com/watch?v=2SkKA-5mv30 BIKER: http://www.youtube.com/watch?v=vuQl273aUMg

Link to Anthem Video: Produced by UAF and showcases the brand with a descriptive narrative. http://www.youtube.com/watch?v=9CmXqhI7YKU

Link to Main Website: The UAF team incorporated brand elements into their revised website. http://www.uaf.edu/

Link to “Naturally Inspiring” Branding Webpage: The UAF team created a special webpage to further explain the new brand to the broader campus community and provide templates and tools for use in all communication materials. Spawn helped create the brand guidelines and brand narrative for this webpage. http://www.uaf.edu/branding/

UAF Radio Spots: Two radio spots are attached to this entry – “Ascent” and “Choose Wisely.” These spots aim to inspire prospective students to choose UAF and were aired in Fairbanks, Anchorage and Juneau.

UAF Online Ads: The online ads, created by UAF, are attached to this entry and were placed on Fairbanks, Anchorage and Juneau online newspaper sites and on Facebook and YouTube for a statewide audience.