A year ago, we began to talk about creating a communications platform for UC Berkeley that would be all encompassing, authentic, relevant, forward thinking, and inspirational.
We talked with hundreds of people across the campus to get their thougths and ideas. Slightly overwhelmed but with a firm resolve, we preserved and steadily worked to find a way through the myriad of opinions and ideas to uncover a simple concept that encapsulated the essence of Berkeley.
At times it seemed elusive, impossible, overwhelming, and unattainable. Yet the idea that we could find a way to align our communications in a creative and inspiring way kept calling us. The challenge of taking something as complex as UC Berkeley and orienting a messaging strategy and platform to something simple was the challenge of our careers.
And then, with the help of a creative team of people who were just as persistent as we were, we thought we found it. Still, you don’t know if something really works until it rolls out and the community responds….
We have heard from at least 140 of the participants of our brand workshops and come June 13, we hope to hear from the rest of you too. What’s working? What’s not? Where do you feel supported? Let down? No need to spare our feelings. We’ve got titanium-coated skin in all the brand colors. Feel free to add your comments to this post.
“Positioning and platform, you guys nailed it!”
“I’ve been flying by the seat of my pants. I’ve often thought I need tools, or classes, or a degree in journalism – or something. This workshop gave me a lot of the tools that I know I’ve needed. Thanks!”
“A toolkit – a strategic direction to increase synergy across the campus.”
“brand.berkeley.edu is wealth of resources!”
“I may not embrace every element, but I’m excited to get started!”
“The group exercises with the Creative Brief were useful.”
“I liked the interactive and experiential aspects of the session.”
“The story of the process – from perception study to today.”
“As you move forward, possibly have more examples of integration with other departments.”
“Applicable, small session, individual attention”
“Provided practical tools and lots of background for usage in my organization based on strong ideas”
“Liked the visual communication examples of how to apply the guidelines.”
“Practical and useful. Informative. Knowledgeable speakers.”
“Great presentation – variety (video, PowerPoint, exercises)”
“Liked the Q&A, and just talking through ideas.”
“I think that it will be helpful in the future to have more examples open for critique; and to hear about the challenges overcome by departments as they transition.”
“Public Affairs & the University have given me so many resources to use immediately and they are so well thought out. The planning was incredible – so impressive! Thank you! The book and websites are so exciting!”
“I was inspired by the possibilities of refocusing our messaging.”
“Relatively low key. No hard sell or big hype.”
“Concrete tools like the gallery, colors, font family.”
“Best training presentation I have attended in my five years at Cal. Thanks!”
“Nice to have a small group – also nice to know we have a resource in Public Affairs.”
“Liked the interactive way of rolling out the guidelines (as opposed to just sending out the guidelines.)”
“Very welcoming and earnest in desire to help.”
“The platform made sense to me. I understand better how to use reach further.”
“Engagement, exercises, optimistic!”
“I’ve seen this many times but it was still worth it!”
“Applicable to all departments on campus, including those that are non-academic.”
“Compelling, clear, inspiring.”
“Interactive exercises at the end, videos, Cal Day website and other examples of the brand in action.”
“More workshops! How about once a month? Sharing designs, how-to’s for photo shoots and short videos.”
Bouquets? Brickbats? Feel free to comment and continue the conversation.