VCU Rebrand

Current Branding- Uncommon

“We are the Uncommon”

  • Introduced in 2020-Replaced “Make it Real” Branding

Highschool Seniors

  • Those who are considering where they are applying to, if they want to attend a college, etc.

Non-traditional Students

  • A high level of students compared to other schools are commuters, non-traditional students- people who go back to school, finish school in 4+ years, are married, are in, military, international, parents, etc.

  • The goal of the "Uncommon VCU" branding is to position Virginia Commonwealth University as a unique, non-traditional, and distinctive institution.

Audiences

Parents

  • Those who are supporting their children through continuing education are huge stockholders financially.

Locals

Those who drive by VCU, work around Richmond, are located close enough where they may see VCU’s branding day-to-day.

Methodology

Oppurtunity

VCU needs to capitalize on its unique learning experience enabled by Richmond, learning with no bounds, without isolating VCU.

Could start by utilizing the unique perspectives of current students to make something for and by students, with the opportunity to highlight overshadowed majors and achievements

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