Building on the idea of Living Idealism and its supporting pillars, the following paragraph expresses the brand positioning in the form of a narrative, beginning to tell a story and answer the question, “What defines UVA?” The ideas articulated here – uncontainable energy, aura, and the Endless Pursuit of Better – are the basis of the brand creative and can be seen in many examples of creative work under Brand Expressions.
The Endless Pursuit of Better
“There’s an aura here. Rooted in our novel approach to education. A storied tradition of minds illimitable, free to run at full speed. Where the commitment to honor and the responsibility of self-governance take hold and stir something inside. A desire to rise up and pursue any challenge. To greet failure with a strengthened resolve. To harness our collective knowledge. And undauntedly explode forth to advance society. That’s our aura. It permeates the Grounds and all who set foot upon it. And its uncontainable energy fills us and connects us to a bigger purpose— the endless pursuit of better.”