Pima Community College Brand Ethos Video

Pima Community College’s new brand was more than a facelift. It represented a multi-year effort to unify the college’s campuses and renew internal and external enthusiasm. In early 2019, this video launched the new brand for internal audiences, uniting them around their students’ dreams.  

A community college serves students and learners throughout their lives. It serves business and industry. It teaches students transferring to a four-year university. It teaches students restarting in their middle years. It trains new workers in the trades. It offers continuing education to professionals and technicians. It offers enrichment programs and summer youth programs. It teaches English to immigrants. 

So, it’s complex. 

Make it a multi-campus community college in a diverse city. Make it a multi-campus community college trying to unify those campuses. Make it a community college overcoming recent internal and external challenges. 

So many layers…. 

What is the common thread? The drives and dreams of the students. The new brand’s theme is simple: Keep Striving.  

Centered around the theme line (“Keep Striving”) and its intended variations, the video moves through scenes of students, classrooms, labs, and campus life. Intended for faculty and staff audiences, this video still focuses on the students because they are the unifying force for all the campuses, divisions, and offices within the college. 

This video uses existing assets well, both photography and video. With no voice-over, the titling and music support rather than compete with the images. The active shots, brand language, brand imagery, and soundtrack all drive the video forward. 

This brand ethos video gives dynamic expression to the new Pima brand, using existing video and still assets. It focuses on the students who are at the heart of the college’s work—their drives, their dreams. Keep striving. 

  • The Challenge

    A community college serves students and learners throughout their lives. It serves business and industry. It teaches students transferring to a four-year university. It teaches students restarting in their middle years. It trains new workers in the trades. It offers continuing education to professionals and technicians. It offers enrichment programs and summer youth programs. It teaches English to immigrants. 

    So, it’s complex. 

    Make it a multi-campus community college in a diverse city. Make it a multi-campus community college trying to unify those campuses. Make it a community college overcoming recent internal and external challenges. 

    So many layers…. 

    What is the common thread? The drives and dreams of the students. The new brand’s theme is simple: Keep Striving.  

  • The Project

    Centered around the theme line (“Keep Striving”) and its intended variations, the video moves through scenes of students, classrooms, labs, and campus life. Intended for faculty and staff audiences, this video still focuses on the students because they are the unifying force for all the campuses, divisions, and offices within the college. 

    This video uses existing assets well, both photography and video. With no voice-over, the titling and music support rather than compete with the images. The active shots, brand language, brand imagery, and soundtrack all drive the video forward. 

  • The Results

    This brand ethos video gives dynamic expression to the new Pima brand, using existing video and still assets. It focuses on the students who are at the heart of the college’s work—their drives, their dreams. Keep striving. 


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