Our Brand Story

University Messaging

The university’s brand story can be summed up by our positioning statement. These are the five pillars of our message architecture:

At Cal State East Bay, we provide UNLOCKED POTENTIAL & UNLOCKED OPPORTUNITIES
from A HAVEN ON A HILL
for students with A PIONEERING SPIRIT
who need AN EDUCATION AS UNIQUE AS THEY ARE
so they will be PREPARED FOR WHAT’S NEXT.

 

Brand Pillars

A HAVEN ON A HILL

We all need a place where we can pause, focus, think deeply, learn profoundly, plan for the future and recharge before venturing back out into the world. A place that provides us distance from the stressors of daily life. A place in which we are surrounded by experts, advisors, partners and those with whom we share a common set of values.

Whether they come to one of our physical locations or come to us online, Cal State East Bay offers our students a modern-day safe haven — an intellectual oasis — where they can discover and sharpen their strengths. Where they bolster deep confidence in their abilities and gain actionable knowledge and skills. Where they make personal and professional connections that will serve them for a lifetime.

Galvanized and energized by this uplifting community, our graduates venture back into the world — fortified, renewed and eager — so they too can make their mark on it.


AN EDUCATION AS UNIQUE AS EACH STUDENT

As an institution that serves one of the most diverse student populations on the U.S. mainland, we take great pride in the rich fusion of different backgrounds, ethnicities, ages and academic qualifications that comprise our student body. Our students are not numbers or caricatures, they are individuals, each on their own distinct life journey.

At Cal State East Bay, we humanize the educational experience by challenging the norms of a one-size-fits-all university model. From developing cutting-edge new programs that meet the needs of an evolving community to experimenting with new methods of course delivery to providing support in the form of career advising, wellness support and help with class work, our faculty and staff go the extra mile to provide a truly accessible education.

Here, we don’t just teach; we engage, we listen and we align knowledge, resources and equitable support in service of students’ strengths to grow personally and professionally.


PIONEERING SPIRIT

Pioneers are not easily dissuaded, nor are they held back by fear, skepticism or cynicism. They are adventurous, resilient and have fresh eyes focused on a brighter future. As modern-day pioneers, Cal State East Bay students are breaking new ground and paving the way for future generations, showing others that it is possible to achieve their dreams even if they come from a background where college is not the norm. They are conducting groundbreaking research that will improve the human condition, and they exhibit great determination as they persevere in overcoming new and unforeseen challenges.

Inspired by our students, Cal State East Bay forges new paths forward by equitably serving people from all cultural heritages, by advocating for justice, by supporting responsive and innovative research, and by being a model of higher education that is custom-built for an exciting future filled with uncharted territories and thrilling possibilities.


UNLOCKING POTENTIAL, UNLOCKING OPPORTUNITY

We are founded on the belief that every single one of our students has incredible potential. We see so much in every one of them — things they may not even see in themselves — and we are masters at helping them unlock this power from within.

Whether they’re building on existing abilities or discovering new strengths, the journey of self-discovery experienced at Cal State East Bay ultimately leads our students to become proud and empowered individuals with a wealth of opportunities in front of them.

And while education for education’s sake is a noble undertaking, at Cal State East Bay we aim to also provide an education that leads to self-confident students, successful careers and upward mobility for all communities.


PREPARED FOR WHAT’S NEXT

With an incredibly rich array of individuals, academics and experiences, Cal State East Bay is itself a microcosm of the world at large. Exposure to this multitude of experiences prepares our students to excel in the dynamic world they’ll face upon graduation.

As one of the most diverse institutions in the country, our students are naturally exposed to a broad range of perspectives, building in them a deeper sense of empathy for their fellow human beings and preparing them to interact and collaborate with anyone they meet along their journey.

With nearly 130 fields of study, an experiential learning model and R2 research opportunities, our students gain the skills, knowledge and experience to become high-achieving, active contributors in everything from global finance, technology, sustainability, the arts, health care and beyond.

As an institution dedicated to equity and justice, we are on the cutting edge of societal change that will affect cultural norms for decades to come. And with leadership and community engagement opportunities, we provide a well-rounded university experience for all who attend Cal State East Bay.

Exposure to and engagement with such a rich range of experiences, programs and people sets our graduates up for lifelong success, rewarding careers, better social mobility and the ability to thrive in, and contribute to, the world at large.

Personality Traits

Brand Personality Traits are a set of human characteristics that are attributed to a brand, and they inform the brand’s creative expressions. Here are some words that convey the Cal State East Bay brand personality:

  • PERSEVERING: Pushes through in the most challenging of times. Sees the goal and moves toward it no matter what.
  • OPTIMISTIC, CONFIDENT: A positive, can-do attitude. A sense of self- confidence that no matter what happens, we will thrive.
  • CURIOUS: A thirst to learn and discover. Open-minded.
  • EMPATHETIC: Nonjudgemental, strong desire to understand each individual’s life situation.
  • FEARLESS, BOLD: Willing to innovate, take risks, explore uncharted territories, trail-blaze.