The UCLA brand is often misunderstood and the impact it has, are undermined by UCLA’s decentralized organizational environment. To strengthen the UCLA brand, a unified logo signature system was developed and made available within a new Brand Guidelines website. To launch and inform this new initiative to all campus partners, an overarching brand video needed to be developed. The video should educate Bruins who might not be familiar with the importance and power of the UCLA brand. It has to inspire the audience to become UCLA Brand Ambassadors. Lastly, it must empower them to apply the available guidelines in their everyday use. By doing so, strong positive reputation of UCLA as a global brand extends the impact of each UCLA department’s branding efforts and strengthens their competitive advantage in their respective markets.
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