As part of University of the Sciences’ new branding campaign, three billboards have been erected in Philadelphia with a fresh look and message. The messages are meant to show the University’s newly defined brand promise of what students who chose a USciences’ education can gain.
“Everyone from alumni to faculty to students to guidance counselors played a part in developing our new direction,” said Maria Buehler, executive director of marketing and e-marketing. “Through surveys and focus groups, we feel we have captured the heart of what it means to be a part of the University of the Sciences experience.”
The billboards can be seen in six locations* around Philadelphia, and also complement the current radio advertising wave. It’s all part of the University’s evolution to a new brand identity that will include a new logo this fall.
“Our University’s new identity will more accurately connect the spirit of education, innovation, and discovery that our students seek,” said President Dr. Philip P. Gerbino. “In addition to the new University identity, each of our five colleges will continue to feature their own complementary branding messages that demonstrate their unique personas within the overall University of the Sciences brand.”
One particular change to note is the use of the University of the Sciences’ name. While University of the Sciences in Philadelphia will remain the official name, using the shortened University of the Sciences or even USciences is acceptable.
“One thing we saw over and over in our research was the lack of awareness or even confusion over the acronym USP,” Buehler said. “The research validated anecdotal stories that were out there. By shortening our usage to USciences, we are telling the story of who we are—a university that focuses on science and healthcare—and building brand awareness.”
Overall, when the new branding is rolled out, it will continue to build upon the University’s historical legacy as the nation’s first college of pharmacy and its transformation to a leading provider of education in an increasingly wide variety of areas from clinical studies to business, that serve the vital healthcare field.
Stay tuned.
*Billboard Locations:
I-95 & Girard
I-95 & Lehigh
Schuylkill Expressway @ 26th
Ben Franklin Bridge East
Ben Franklin Bridge West
2nd Street & Vine Street