Brand Strategy
Brand voice is the way we communicate words to our audience. This distinctive style captures our personality, values, and vision. Understanding and applying our brand voice consistently across all platforms enables us to forge meaningful connections with our audience and embody the spirit of UC.
Bearcats for Life will coexist in the market with the University of Cincinnati’s reputation-building campaign, Next Lives Here. Although both campaigns tell the UC story, they serve different purposes. Next Lives Here builds reputation, highlighting place and possibility. Bearcats for Life builds lasting relationships and community, highlighting people and their stories.
Next Lives Here is the promise:
What happens when you come to UC?
Bearcats for Life is the proof:
What happens when UC never leaves you?
To ensure consistency and clarity across channels, use the following guidance when choosing to use Next Lives Here or Bearcats for Life.
When to Use Next Lives Here
This is UC’s reputation-building platform. It communicates the University’s values and impact to the broader public.
Key Themes
- Reputation
- Innovation
- Leadership
Primary Audiences
- General public
- Media
- Corporate partners
- Employers
- Prospective faculty
Uses
- Elevating UC’s national and global reputation
- Showcasing the impact of UC’s research and innovation
- Demonstrating academic excellence and thought leadership
- Highlighting institutional achievements
- Fundraising
When to Use Bearcats for Life
This is UC’s student- and alumni-facing campaign. It builds emotional connection and inspires pride in
the Bearcat identity across generations of students.
Key Themes
- Belonging
- Community
- Lifelong connection
Primary Audiences
- Prospective students
- Current students
- Alumni
- Family members of alumni
- Parents, families, and guardians of current students
Uses
- Student recruitment
- Alumni engagement
- Campus events and traditions
Assets
We have provided all the elements you will need to implement these campaigns in your day-to-day work, including fonts, design files, guidelines and templates, on Bearcats Landing.