"The CXO team engaged the UCSF campus to develop a positioning concept that differentiates us in the crowded, confusing world of educational institutions. Their product was surprisingly simple, yet captures the essence of who we are and what we offer."

Barbara J. French, Associate Vice Chancellor,
University Relations

UCSF, one of the world’s premier health sciences universities and a leader in biomedical research, engaged CXO to create a new brand strategy and communication plan to kick off a $5 billion fundraising drive for its new hospital at Mission Bay.

After interviewing dozens of doctors, nurses, civic leaders, patients and administration officials, we recommended UCSF focus its brand not on the university itself, but rather on the impact that UCSF staff, graduates, teachers and affiliates have on the field of medicine all over the world.

This concept, embodied by the phrase “The UCSF Effect,” unified and simplified communication for all UCSF departments. Most powerful of all, it credibly conveyed UCSF’s bigger-picture impact on the world.