- Author: Pamela Kan-Rice
“The flyers have a choice of four different front page images, the copy is the same on all four,” said Cynthia Kintigh, marketing director. “The We Are UC ANR video is a great three-minute explainer about who we are and what we do, told in beautiful images of ANR folks in the field.”
Sharing the page with the flyers is a link to the online version of the Annual Report Snapshot – with robust features like maps and embedded links to academic profiles.
“This is a great link to share with constituents and decision makers,” Kintigh said of the Annual Report Snapshot.
- Author: Cynthia Kintigh
This multi-level brand approach is not unprecedented. A good example is how UC Berkeley handles their brand package. There's a high-level brand for the campus and other sub-brands, like the script Cal and iterations of the Golden Bear. Each has a place in the brand family. This is especially applicable for well-recognized, even well-loved brands with a lot of brand equity—like the script Cal, the vintage bear, or even 4-H, UCCE, Master Gardener and others in our own brand package.