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When students returned to campus last month, they were introduced to a new brand concept — Uncommon VCU, which celebrates an institution that is untraditional, unafraid and unstoppable. 

As students, faculty, staff, patients and alumni know, VCU stands out from the crowd. The tapestry of the university and health system are woven together with thousands of stories that reflect how uncommon leads to unlimited opportunities and impact. 

“We believe that Virginia Commonwealth University is, in fact, a very uncommon university. Because we see potential everywhere and in everyone,” said Grant Heston, vice president for university relations at VCU and VCU Health. “And that mindset makes us unstoppable.” 

We asked Heston and Kevin Best, associate vice president for marketing, to talk about branding and how it connects all the components of VCU to tell unparalleled stories.

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