The David Eccles School of Business has developed an evolved brand and messaging framework to strengthen how the school defines and shares its story.

This work reflects a strategic focus on clearly and consistently articulating who the Eccles School is, what it stands for, what distinguishes it, and the impact of its work. It is aligned with the strategic priority to build an enduring legacy as outlined in the school’s Strategic Plan – Our Next Ascent.

“This work gives us a shared foundation for how we represent the Eccles School,” said Dean Kurt Dirks. “It brings clarity to who we are, what makes us distinctive, and the impact we create, and helps ensure we are telling that story in a clear and consistent way across the school.”

A Shared Framework for Telling the Eccles School Story

The brand and messaging framework provides a clear, unified foundation for how faculty, staff, students, and alumni describe and represent the Eccles School.

It defines the school’s positioning, articulates its value proposition, and clarifies what makes the Eccles School distinctive. It also brings together the many ways the Eccles community contributes to its continued ascent and creates alignment across centers, institutes, departments, and programs—ensuring that as each area advances its work, it strengthens and is strengthened by the broader Eccles School brand.

Introducing “Ascent Begins Here.”

As part of this work, the Eccles School has introduced a new tagline: Ascent Begins Here.

The tagline is a simple, declarative expression of who the Eccles School is and reflects the role the school plays in helping individuals begin or continue their upward trajectory.

Bringing the Brand to Life

To support this work, the Eccles School has launched a new public-facing brand site that serves as both a public expression of the school’s brand and an internal resource for its community.

The site includes the full brand and messaging framework, visual identity, and writing guidance, and practical tools such as templates and reference materials to support consistent application across the school.

The Eccles School has also developed a brand video that provides a clear and engaging way to share its story—highlighting the experiences, people, and environment that define the school and the impact it creates.

Together, the framework, brand site, and video support a clear and consistent approach to how the Eccles School tells its story and continues its ascent.

Learn more and explore the brand.

Watch the video.