Rise to Greatness: UNCSA unveils a new marketing campaign
Today, UNCSA launched a new marketing and awareness campaign to promote a new unified message and overarching promise for all arts disciplines: At UNCSA, you can rise to greatness.
The work on this campaign began in April 2022 through a partnership with higher education marketing firm SimpsonScarborough. Together, we completed more than 30 listening sessions with students, faculty, and staff from all across campus. These discovery sessions informed our new strategic messaging platform, sub-platforms for each conservatory, a dynamic creative statement and a refreshed creative brand defined by bold photography and vibrant colors.
This campaign features a series of photographs created by Nashville-based photographer Jeremy Cowart. Jeremy has a deep portfolio of celebrity portraiture and approaches photography as an art form, combining his abstract painting and graphic design skills to capture photos that do so much more than illustrate the scene: They tell the story. You can see his incredible work at UNCSA through just a few of my favorite images (below). This photoshoot would not have been possible without the trust and support of our students, faculty, deans and staff.
Another essential element of this campaign is the use of bold, vibrant colors. This choice was intentional to stand out from our previous campaign, Powering Creativity. Though that campaign was award-winning and successful, we heard from you that it was time to showcase UNCSA in a new way.
We are hard at work executing this campaign across digital, print, outdoor, and social media platforms as well as around campus. Our website now features accent colors from this campaign and you’ll see more materials featuring our new tagline, “Rise to Greatness,” emerge throughout the spring semester. Please feel free to share your UNCSA experience on social media with #RiseToGreatness to connect your story directly to this campaign.
Thank you to all the students, faculty and staff who participated in listening sessions, photo shoots and design reviews to help us generate this striking visual representation and messaging for UNCSA. I also want to express my deepest gratitude to everyone on the Strategic Communications team who has worked extra hours to move this project forward. Together, we have created a unique identity that will serve our university well for years to come.
Contact: Vice Chancellor for Strategic Communications Claire Machamer
Feb. 2, 2023