Identify UCLA’s unique brand character and position it distinctly amongst all higher education institutions in the USA and beyond. Communicate its ethos to all relevant audiences, from teenage high-school students to graduate students, athletes, donors, alumni, the public, local community,… There is no other institution with that many accomplished icons across all fields of academics and that’s why at UCLA there is an uncanny air of optimism. This is why we created The Optimist brand framework and campaign that permeates through every part of the institution and has helped UCLA become the #1 applied to school in the nation.