UNA students invited to ‘Grow Your World’
FLORENCE — University of North Alabama officials looked to its iconic Harrison Fountain and a “Grow Your World” message to students and prospective students to create a new brand.
Officials launched the rebrand and campaign as part of a mission to share UNA’s unique appeal while looking ahead to its 200th anniversary in 2030.
“UNA is an exceptional place with an exceptional story to tell — a story that dates back almost 200 years,” President Ken Kitts said. “As it is such a significant time in our history and with the Bicentennial just around the corner, UNA is wellpositioned to begin sharing this unique story more broadly and with a new generation of learners.”
UNA’s enrollment marketing and digital communications partnered with agencies including Overall Films for the “Grow Your World” video and with Joe Bosack and Co. for the brand. A 150-member focus group of students, faculty, staff and alumni helped determine the logo and message.
“This process has been a true team effort,” said Brien Smith, provost and executive vice president for academic affairs. “The resulting campaign positions UNA for its future and where it is destined to go as the state’s first public institution of higher education. We are proud of the work that has gone into creating the ‘Grow Your World’ campaign as well as the brand and we are eager to share that with those ready to learn more about UNA.”
Kitts said the timing is fitting for a new brand.
“It comes with a feeling, a sense, an instinct if you will, that our almost 200-year history is really just beginning, and that there is great opportunity that lies just around the bend and it is our responsibility as Alabama’s first public four-year university to take advantage of that opportunity and meet our future head on, well positioned in excellence and innovation,” he said.
The image of Harrison Fountain replaces the brand of a lion in a circle UNA had used for nearly 20 years. UNA will continue to be the Lions and the athletics department logo will not change.
During the event, Florence officials unveiled street signs near the university that carry the new logo. Kitts said that is an example of the strong relationship between Florence and the university.
“This strong town and gown relationship does not just happen,” he said. “It takes effort on the part of both entities to see the value of working together for the benefit of all. And in this case the primary beneficiary is UNA students. They will surely find newfound pride in a university with a modern, dynamic brand that carries so much thought and meaning, a brand that is supported by a city that is proud to welcome them here.”
Mayor Ron Tyler said the upcoming bicentennial, opening of the football stadium this autumn, and growth UNA has been experiencing with over 10,000 students makes this a vibrant time for the university and city.
“What great timing for a new brand with all that’s going on,” Tyler said. “Great things are ahead.”
The Harrison Fountain is the centerpiece of the annual “Lucky Dip” event on the first day of fall classes. Students dip a pencil in the fountain for good luck in what has grown to be a festivallike atmosphere. It also is where the annual Light the Fountain occurs in spring and where graduates tend to go for photos in their cap and gown.
Lee Taylor, director of enrollment management, said the new brand is a message to the world.
“A rebrand is a byproduct of what the data was telling us that we had to do, and it was telling us that what we were presenting to the world was not aligned with what others knew to be true about us,” Taylor said. “This is our opportunity to share the story of who we are, and the depth of how the world perceives us. As our third century of providing a high-quality education approaches, we needed a way to represent ourselves and the value we bring to the region through the transformative learning experiences we offer.”
