In the world of college admissions and marketing, a strong brand identity is more crucial today than ever. The University’s new undergraduate marketing rebranding celebrates what makes Scranton truly unique. The theme “Uncommonly US” personifies the distinctive characteristics that set Scranton apart. As the new branding statement reminds us, “It’s what we have in common that makes US so uncommon.”
This rebranding effort results from a yearlong collaboration among Enrollment Management, External Affairs, and external experts, with input from the entire University community. Grounded in extensive research, the new brand campaign emphasizes individualized care, community belonging and lifelong success while presenting Scranton’s Catholic and Jesuit heritage in ways that appeal to a diverse audience.
“The ‘Uncommonly US’ campaign represents more than a refreshed look for our admissions publications; it’s a celebration Shannon Zottola, vice president for enrollment management. “At Scranton, we combine exceptional academics with a community deeply rooted in Jesuit values, offering students a transformative experience where every individual is valued and cared for. This campaign reflects our mission to invite future Royals into a place where they can grow, thrive and leave ready to make an impact on the world.”
The University collaborated with the Creative Communication Agency (CCA), which was chosen from among several other national firms. The project’s goal was to create a compelling and memorable brand for Scranton that resonates with today’s college-bound students.
An essential part of the research and listening phases involved exploring insights into the understanding and awareness of Scranton’s Catholic and Jesuit mission and identity among prospective students, their parents and high school counselors. The campaign explains and explores critical aspects of Scranton’s Catholic and Jesuit mission to get at goals, objectives and values that are important to today’s students and parents.
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"As we aspire to expand the breadth and depth of the University’s reach, we need ways to share what makes Scranton so exceptional, especially our Catholic and Jesuit mission, that resonate with young people and their parents.” - Rev. Joseph G. Marina, S.J. President
In addition to the Viewbook, the rollout of the new brand includes other key admissions publications such as the Travel Brochure, Search and School Counselor mailers, the Acceptance Packet, and brochures that highlight important topics for prospective students, including our location, financial aid and affordability, and outcomes.
“‘Uncommonly US’ beautifully captures the spirit of community at the heart of what makes Scranton exceptional,” said Gerald Zaboski ’87, G’95, senior vice president for the Office of the President. “The strength of the campaign lies in its authenticity. It brings into focus the experiences of our students and alumni and the deep mission commitment that drives our faculty, staff and administrators.”
The undergraduate rebranding project is already starting to influence other University materials. Enrollment Management and External Affairs are currently developing a new approach to graduate admissions and marketing inspired by the “Uncommonly US” campaign. In the coming weeks and months, you’ll see changes on the University’s website that reflect the visual style of this campaign. Additionally, banners featuring themes from the “Uncommonly US” campaign will be installed on light poles throughout the campus this spring.
Brand Pillars
The brand positioning strategy has four main elements: emphasize individualized care, community belonging and lifelong success; translate Scranton’s Jesuit heritage to appeal to all; make the University’s academic value proposition more explicit; and position Scranton as a dream school where students want to be — a university that consistently ticks all the boxes for this generation.
The result, “Uncommonly US,” rests on five “pillars” that are explained through words, images and graphics in the new Viewbook.
“Best of” Is Our Norm
The University of Scranton is consistently ranked among America’s best colleges. Known for exceptional programs like business, engineering, nursing and computer science, the University also excels in teaching, labs, dorms and overall value. A Scranton education leads to standout graduates because each student’s unique humanity, intelligence and aspirations are sparked and tended in the best of ways.
No Opportunity Too Big for a Scranton Grad
Scranton graduates thrive in their careers, graduate school, and communities, embracing challenges with confidence. With 99 percent of graduates employed or pursuing further education within a year, the University ranks in the top tiers for alumni salaries and return on investment, demonstrating the enduring value of a Scranton education.
Go Forth for a Better World
Guided by Jesuit values, Scranton students are inspired to create a better world through social justice and sustainability. They engage in active learning that connects knowledge with action, exploring profound questions about themselves and society. Scranton fosters a sense of agency in students, encouraging them to pursue meaningful change, regardless of their faith or background, and to act as if the world’s well-being depends on them.
The Friendly Royals – No Crowns Needed
Known as “The Royals,” students and alumni value equality and connection, building lifelong friendships and supportive relationships with professors, staff and alumni. Recognized among the friendliest and healthiest universities, Scranton creates a welcoming environment where individuals feel a deep sense of belonging, extending to a global Jesuit university network.
Dream Campus – Electric Destination
Scranton’s campus blends historic charm with cutting-edge facilities, featuring over $302 million in recent upgrades. The University offers a vibrant environment with access to state-of-the-art labs, athletic fields and residence halls. Located near downtown Scranton and surrounded by outdoor adventures, students enjoy a safe yet dynamic setting with easy access to major cities like New York and Philadelphia, creating endless opportunities for personal and professional growth.
Brand Story
This is where uncommon care leads to uncommon excellence.
Where “Best of” is our norm: from best business, undergraduate engineering, nursing and computer science to top Catholic and character-building liberal arts and sciences university to best teaching, labs, dorms and food to best value, most impact on grad salaries, most green and best overall university.
Where we become graduates who can go anywhere in the world because no opportunity will ever be too big for what we can do.
This is where we are called the Royals, but we have no need for crowns because everyone’s individuality is equally valued.
Here, what’s king are relationships — from the friends you really will have forever to the professors who will cheer you on in everything you do, to the 56,000 alumni ready to help you from day one.
We all come from different backgrounds. But this place, so electric with opportunity, brings us together. Because it’s what we have in common that makes Scranton so uncommon. This is a place where we share the belief that each of us has the power and the potential to create a healthier, greener, fairer, kinder world — in our own, unique ways.
At Scranton, we learn how, together, and then we go out into the world and make it happen.
