UAA’s new MobileGo unit made its community debut at this summer’s Arctic Thunder Air Show. The engagement trailer, which serves as a roaming hub for community members and potential students to learn about UAA’s programs, aptly showcases the university’s new tagline along its sides: Your journey. Your community. Your impact.

The new tagline is part of a brand refresh coordinated by University Marketing and Communications alongside Walsh Sheppard following research and input from students, faculty, staff, alumni, high school students, counselors and community leaders.

“A strong brand is vital for any institution's success, serving as the cornerstone of identity and distinguishing our university in a crowded marketplace," said Executive Director of Advancement Tanya Pont. “For UAA, we hope this compelling tagline will resonate with our community, fostering a sense of belonging and commitment. It will also be instrumental in attracting new students, engaging alumni and donors, and recruiting passionate faculty and staff who are aligned with UAA’s values and vision.”

Each part of the tagline — "Your Journey," "Your Community" and "Your Impact" — captures distinct-yet-interconnected elements of what UAA offers and represents, addressing different audiences while reinforcing a cohesive narrative. Together, the three segments embody the essence of UAA’s mission: transforming lives through teaching, research, community engagement and creative expression in a diverse and inclusive environment.

Read more about UAA’s brand refresh and new tagline below. For more information on using the brand, visit the online brand guide.

Brand tagline

Your journey. Your community. Your impact.

At UAA, we believe education is a part of one’s journey of growth and self-discovery. We provide a diverse range of programs and a personalized approach to learning, allowing you to shape your educational experience according to your unique situation, passions and goals. Our dedicated faculty and staff are committed to helping you navigate your unique journey to ensure you have what you need to thrive.

When you choose UAA, you become part of a vibrant community that embraces diversity and fosters meaningful connections. Our campus is a place where you'll find lifelong friendships, opportunities for collaboration and mentorship and a support system curated to ensure your success. Engage in student organizations, cultural events and community service initiatives, all designed to enrich your college experience and create lasting memories.

At UAA, we believe education has the power to transform lives and communities. We encourage and foster an environment for you to make a positive impact, both during your time at UAA and beyond. As a UAA graduate, you'll be equipped with the tools and mindset to make a difference in your community and the world through your contributions. 

Brand experience

Curious. Community-minded. Committed.

Our students are bold, community-minded and dedicated, each with a unique educational journey tailored to their interests and goals. How we verbally and visually communicate the UAA brand should align with these personality traits.

• Curious. We encourage students to view their time at UAA as a personal journey. At UAA, students can design the future they want. Flexible learning options and tailored support services ensure students of all backgrounds gain academic knowledge and real-world experiences, equipping them for successful careers, advanced academic pursuits and the opportunity to make meaningful contributions to their local communities and beyond. 
• Community-minded. We celebrate our unique location in Southcentral Alaska. As Alaska’s largest university, we are proud to contribute to the communities we call home. At UAA, you'll become integral to a vibrant community that celebrates diversity and fosters personal and professional growth. We encourage our students to make a positive impact in their communities.
• Committed. UAA students are dedicated to making an impact on our communities. Our students’ impact extends far beyond our campuses — significantly influencing Alaska's workforce, economy and the state's future. Our students become professionals and leaders in their chosen fields. They become known as positive contributors to the community. The success of our alumni is a point of pride. We maintain strong relationships with our graduates and  support their lifelong learning and career achievements. In return, our alumni advocate for the value of their UAA education, which contributes to the success of future generations of students.

Brand voice

Our brand voice aims to communicate UAA stories in a way that reflects its environment. It sparks inspiration and encourages a sense of individuality, community and purpose. It encourages students to embark on their educational journey with confidence, knowing they have the support of a caring community and the potential to create a lasting impact on their lives, Alaska and the world.

The tone of UAA is ambitious and inspirational, identifying opportunity and possibility rather than a set path. With a hands-on approach to learning, practical career training and industry networking, the language we use focuses on real-world objectives and professional goals beyond the university walls. Our words should be forward-looking, depicting UAA not as the final step in one’s academic career but as an important step toward a transformed life.

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Visit UAA’s online brand guide for more information.