The University of North Alabama is ushering in a new chapter with the launch of a refreshed institutional brand and marketing campaign designed to highlight the university’s history while attracting a new generation of students.

The campaign, unveiled Monday, centers on the theme “Grow Your World” and includes a new short film, updated visual identity, and messaging intended to resonate with traditional students, first-generation college students, and adult learners seeking to advance their careers.

“As it is such a significant time in our history and with the Bicentennial just around the corner, UNA is well-positioned to begin sharing this unique story more broadly and with a new generation of learners,” UNA President Dr. Ken Kitts said.

Founded in 1830 as LaGrange College, UNA is Alabama’s oldest public university and will celebrate its 200th anniversary in 2030. University leaders say the new branding initiative reflects both that legacy and the institution’s future as it enters its third century.

The project was developed over several months by UNA’s Enrollment Marketing and Digital Communications team in partnership with branding agency Joe Bosack & Co. and production company Overall Films. The process also included listening sessions with students, faculty, staff, and alumni to help shape the university’s new visual identity.

Dr. Brien Smith, UNA’s provost and executive vice president for academic affairs, said the campaign positions the university for continued growth while honoring its role as the state’s first public institution of higher education.

“This process has been a true team effort,” Smith said. “The resulting campaign positions UNA for its future and where it is destined to go.”

As part of the rebrand, the university’s primary institutional logo will transition from the longtime lion-in-a-circle mark to a new fountain-inspired design. Officials emphasized the change does not affect UNA’s athletic identity. The Lions nickname will remain, and the athletics logo, which was updated recently, is unchanged.

Enrollment Marketing and Digital Communications Director Lee Taylor said research showed the university’s public image did not fully reflect its strengths, prompting the need for a refreshed brand.

“This is our opportunity to share the story of who we are and the value we bring to the region through the transformative learning experiences we offer,” Taylor said.

The new brand, promotional video, frequently asked questions, and brand guide are now available through the university’s branding website.

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