Marketing and Brand Strategy

The University of Virginia occupies a unique place in the history of our nation and the commonwealth, and therefore has a uniquely powerful brand story. The Marketing and Brand Strategy team leads campaigns, programs and initiatives that shape and elevate the University’s brand. 

Among the team’s contributions are: articulating the University’s brand voice and tone aligned with its strategic plan; planning and executing national advertising campaigns based on market research; creating content that inspires the University’s audiences and fortifies their perception of UVA as an iconic American University; raising visibility and engagement for University Communications’ signature products, such as UVA Today and UVA’s social media channels; supporting the University’s program for licensed merchandise; and leading initiatives that align with the University’s goals, such as training programs for communications professionals across Grounds. 

Above all, our Marketing and Brand Strategy team is tasked with guiding a legacy brand forward with wisdom and verve. Our team’s purview includes setting the overall visual and creative strategy for the University; managing the University’s identity systems; shepherding the brand user community; and overseeing the application of the brand in the digital and physical environments. 

By collaborating with and supporting the University’s senior leadership, Athletics, schools and academic and operational units, the Marketing and Brand Strategy team works to showcase the University as a model of excellence in higher education.