Task Force for Integrated Marketing


Creative Brief

Primary Message

Portland State University is an aspirational place of choice--a destination for opportunity.

Secondary Message

Portland State University is everything Portland: relevant, exciting, innovative, real, committed, worthy of investment and expecting growth.

Brand Personality

  • Humble
  • Real
  • Exciting
  • Challenging
  • Urban
  • Traditional
  • Progressive

Brand Values

Service: Let Knowledge Serve

Progressive: We are forward thinking with regard for the past.

Inter-dependent: We share, we collaborate and we never lose our identity.

Committed: We are focused and unwavering in our vision and willing to overcome obstacles.

Purposeful: We see meaning and purpose in all that we do.

Quality: Education is supported by standards of excellence and designed to be relevant to the student and society.

Diverse: Our philosophy and campus represent the complex global community of ideas, people, issues and disciplines.

Principled: We exist first from a place of values and conviction followed by policy and procedures.