Competitive Leader - Brand Guidelines

Oakland is an Uncompromising Force for Growth and Progress

At OU, we are a strong and stable contender effectively pursuing academic excellence without compromise. We cultivate lives of success through high-profile programs and a continual quest for new opportunities, empowering students to meet goals and thrive in a competitive world. Standing confident on a firm foundation and steady vision, we are developing strong roots that anchor our influence and grow us into an accomplished and eminent leader in our community, state, and world.

Messaging

Start by assuming the persona of Oakland University, you are writing and speaking on behalf of a singular voice — not a fragmented split personality. Oakland University’s master narrative is defined by three personality-type storylines. In order to implement these into messaging, as a storyteller you can consider the specific personality traits that make them up when writing.

Personality traits offer more relevant connections to what you’re writing about. Your objective is to “map your evidence” by expressing the facts, data, events, details, people, and places through the voice of the personality that is Oakland University. Review all of the available personality traits under Competitive Leader and decide which best aligns with your message:

Competitive - Providing tools and opportunities that empower students and push for their highest achievement.

Stable - A firm foundation and steady vision that consistently delivers on promises.

Strong - Pursuing excellence without compromise to promote a premiere academic experience.

Established - A recognized presence and high-profile programs that strengthen community and motivate partnerships.

Proud - Reveling in history, traditions, students, and faculty, and applauding their constant advancement

Photography

Competitive

Providing tools and opportunities that empower students and push for their highest achievement.

Environmental portrait, the determined eye-contact in the image aided the editorial in telling a story.

Stable

A firm foundation and steady vision that consistently delivers on promises.

Portrait of Joe McClure, very confident, holding down space, slight smirk.

Strong

Pursuing excellence without compromise to promote a premiere academic experience.

Environmental portrait, grounded stance - Spot light on her. Attitude shown in confident pose.

Established

A recognized presence and high-profile programs that strengthen community and motivate partnerships.

Environmental portrait that shows off the advanced classrooms of Engineering building Cam’Ron with logo apparel, confidence, holding down space and ready for the future.

Proud

Reveling in history, traditions, students, and faculty, and applauding their constant advancement.

Environmental portrait, focused eye-contact, grounded stance with hands at hips.

Oakland is an Uncompromising Force for Growth and Progress