‘Be Revolutionary’: UMass Amherst Launches New Brand Campaign

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UMass Amherst this week launched its new brand campaign at a special kick-off event in the Fine Arts Center. “Be Revolutionary” captures the essence of the university’s exceptional students, brilliant faculty, cutting-edge research and extensive outreach—and shares it with the world. The university’s core values — dedication to creativity, innovation, opportunity and the pursuit of progress — drives our community to “Be Revolutionary.”

Details of the campaign, including an introductory video, can be viewed on the UMass website. 

Chancellor Kumble Subbaswamy told the gathering, “I have been at land-grant universities almost my entire career, and am familiar with their shared culture and mission, and I can tell you there is a unique energy at UMass Amherst. An undercurrent of resilience and a determination to be free runs through this campus. Free to explore. Free to challenge. Free to create.”

Launch of the campaign culminates extensive preparation that included comprehensive research, development of positioning and creation of brand assets. The campus-wide effort was led by John Kennedy, vice chancellor for University Relations (UR), and UR’s Marcom Group, led by Chief Marketing Officer Darryl Jelley.

At the Oct. 8 kickoff, Subbaswamy emphasized, “Our revolutionary spirit has always been part of our DNA, and today, with this launch, we embrace the role it plays in our success. We’re not just rolling out a campaign slogan, we are inviting the world to experience the unique energy that defines the University of Massachusetts Amherst. As we face challenges ahead, from reduced funding to changing demographics, we need to tell our compelling story with authenticity if we are to continue our upward trajectory. Framing the university through the lens of our unique revolutionary spirit, truly expresses everything we stand for: past, present and future.”