The recent restructuring of the University of Virginia’s tech transfer operations, under the university-wide umbrella “UVA Innovation,” has signaled a major shift in its approach to the commercialization of IP. Because the change has been so significant, Morgan Estabrook, senior manager of marketing & communications, has spearheaded a complete re-branding effort to communicate the shift to target audiences. This effort has encompassed a wide range of activities, including a complete re-working of the organization’s website; a new logo; and interviews with key stakeholders to help inform the new direction of the Licensing & Ventures Group.

“When you talk about brand of course you think about your name and logo, but for us it’s been much more than that,” explains Estabrook. “We really wanted to unite existing and new UVA initiatives under one cohesive brand. What we’ve come up with is UVA Innovations. So, it’s not only a logo and a name, but all of the intangibles that your company connotes.”

Part of the rebranding process involved survey research, talking to a number of key stakeholders and identifying misconceptions with the old brand. “We wanted to really take a look at our restructuring efforts and make sure everything was realigned appropriately and timed appropriately, so we rolled out everything together,” Estabrook explains.

Not wanting to go off in a “wild” direction, tech transfer leaders decided to retain the UVA logo, with “Innovation” positioned underneath. “We met with marketing experts from the university and its healthcare system for guidance,” says Estabrook. “We had been pursuing the brand a little differently, but acting on their advice we felt the best to way to leverage the university and position the whole university was to adopt the UVA brand as our own and add a sub-brand beneath it.” The university colors, she adds, were also retained. “We had to consider what was best for the entire organization.” A detailed article on the rebranding effort appears in the April 2012 issue of Intellectual Property Marketing Advisor. For subscription information, CLICK HERE.

Posted April 10th, 2012 under Intellectual Property Marketing

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