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The words “power on” capture the University’s transformative impact on students, as well as how �������Թ�s draw support from each other and their own sense of purpose as they activate, engage, and power on their goals and dreams.

When Nicole Harry ’23, ’25 M.S. stood in front of the �������Թ� statue on the University of New Haven campus and shared what the words “power on” mean to her, she thought of her own experiences as a first-generation student. As she looked into the camera, she projected her power as she shared her own story of determination and perseverance.

Harry was speaking as . Harry endeavored to empower and encourage members of �������Թ� Nation as she spoke on camera.

“I had to turn dust into gold,” said Harry, a candidate in the University’s . “I had to find my power within to succeed no matter what trials and tribulations I went through. It is important that you never lose sight of your power. Hone into it and hold onto it and empower yourself daily because at the end of the day, it is up to you to be the master creator of your own reality here at the University of New Haven.”

‘A real sense of purpose’

The video was shown to members of the University community as part of a brand launch celebration. It was an exciting event to officially introduce the University’s new “power on” brand and its messaging, its design, and its colors. It also encouraged �������Թ�s to reflect on what “power on” means to them and how those two words encapsulate the University’s mission, forward-looking approach, resolve, and action-oriented mindset.

For , the new brand is another opportunity to emphasize the University’s commitment to students.

“Our faculty and staff are the arms and legs who get the work done, and our students are our purpose,” he said. “Our students are our why. This is all about the students. People often remark to me that our students are different, they have a real sense of purpose. I am so proud of them.”

‘A rallying cry’

As part of the event, , professional in residence and general manager of the University’s award-winning radio station , led a panel discussion about the development of the brand. It brought together Dr. Zenger; , ‪senior executive director of marketing and communications; and Lesley Bielby, CEO of , the renowned New York City-based creative agency with whom the University collaborated on the campaign. The agency has worked with such well-known brands as Pfizer, CVS, and Samsung.‬‬‬‬

If you’re familiar with successful campaigns such as “America runs on Dunkin,” you’re familiar with Bielby’s work. She and DiGo were charged up to listen to what �������Թ�s had to say about the University, and they wanted to include feedback from students, alumni, faculty, and staff in creating the University’s new brand. They did just that – conducting 70 stakeholder interviews and 1,500 external surveys, as well as through focus groups with students. They soon saw a common theme emerge: �������Թ�s believe we have the power to change the world.

“We behaved like prospective parents of students,” explained Bielby as part of the panel discussion. “We found the University is a magical place. When you come here, something happens, like a switch is flipped. The University brings that out of you – it’s about giving you the forum, the circumstances, and the opportunities to flip your own power on, what’s already within you.”

, as well as �������Թ�s’ dedication to making a difference. It also captures what makes the University unique, as well as the characteristics that unite the �������Թ� community.

Evidence of the new brand can now be seen across campus and online. It is depicted in the banners on campus and on the University’s website, something that has many �������Թ�s – and Bielby – charged up.

“Those two words, Power On, aren’t just a tagline but a rallying cry,” she said. “If that’s what you’re about and you live it every day, it’s amazing what happens.”

‘To capture who we are’

It was Bielby’s idea to create the video that featured Harry and her fellow �������Թ�s. The idea was to get �������Թ�s’ candid reactions to “power on.” Students discussed how they power on and how they power through to achieve success. Students, faculty, and staff discussed several critical themes, such as connection, inspiration, community, and support.

“Students are coming here to power on their careers,” said Toyin Niyi Folorunso ’24 M.S., a candidate in the University’s who hails from Nigeria, as part of the video. “The resources, the professors, so many people that I’ve met on campus, they’ve been very inspirational and very useful toward achieving our goals as people who come from thousands of miles to come here and experience the wonders of the American education system.”

As part of the event, �������Թ�s learned how they, too, can plug into the new “power on” brand. They received such as PowerPoint templates and Zoom backgrounds that reflect the brand. The launch was the culminating event following a year of hard work, one that celebrates the University community’s members, mission, and meaning.

“We were able to capture who we are with this new brand,” said Dr. Zenger. “As we move forward, we need to see who we are and invest in who we are. This has been a great unifier.”