Among the University of California campuses, UC Santa Cruz has long been regarded as an incubator for new ways of thinking and learning, a place where students are encouraged to challenge convention and stand up for what they believe in.
Following criticism that the institution had become increasingly mainstream, we developed the tagline, “The Original Authority on Questioning Authority,” as the centerpiece of an ambitious brand overhaul.
The rebranding initiative aimed to reposition UC Santa Cruz by reconnecting it with its roots, reaffirming its legacy of critical inquiry, independent thought, and bold action.
Poster
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Print ad ran in the The New York Times Magazine, Time Magazine, Bloomberg Businessweek and The Atlantic
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