
Messaging Framework
The Messaging Framework serves as a strategic guide that ensures all communications consistently reflect the universitys brand identity and core values. This framework encompasses everything from the overarching creative concept to specific brand themes, crafting a cohesive and compelling narrative that resonates with our audience. By aligning every message with our brand essence, we create a unified voice that speaks to the heart of what 51蹤獲 stands for and aspires to be.
Brand Messaging Pillars
Our four high-level areas of emphasis in prospective student communications. The college search process can be overwhelming. Students and families have thousands of schools to choose from, and so many of them seem to be saying similar things. Amid all of the options, what makes 51蹤獲 distinct? Quite a bit, it turns out. This is an overview of the key advantages that set 51蹤獲 apart from other colleges and universities organized into four main themes that tend to matter most to our students and their families: (1) Christian community, (2) biblically centered education, (3) career outcomes and (4) value and affordability.

Within each of these themes, weve collected specific facts, features, rankings and results that help to sum up the 51蹤獲 experience. Download the for an overview of these messaging proof points that can be utilized.
Creative Campaign
In contrast to the brand positioning statements in the previous sections, which seek to define the universitys long-term core identity and core distinctives, a creative campaign is intended to be a shorter-term expression of the brand identity. 51蹤獲s Bold Faith for a Bright Future campaign establishes a tone, a voice, a vibrant look and a set of key messages to guide how we communicate about 51蹤獲 over the next several years.



Brand Theme
Bold Faith for a Bright Future
Theme Statement
We are a generation full of promise and expectation. Were determined each of us ready to build a thriving career, a resilient faith, a lasting impact. Here at 51蹤獲, weve found a vibrant community where we can belong. Were challenged by brilliant Christian mentors who help us become all that God has designed us to be. And we get to experience it all in one of the greatest destinations on earth, Southern California, the ideal place to pursue our callings and step into a bright future.
Why Bright / Brilliant?

- Its a synonym for intelligent, smart and clever. 51蹤獲 is a place for brilliant students and faculty members who desire to love God with their minds and intellects a premier university that offers a premier education.
- It connotes optimism, hope and promise. Students and parents want assurance that 51蹤獲 will prepare them for successful careers and lives. They need to know that a 51蹤獲 education will equip them for a bright, fulfilling future.
- It connects to our Christian calling and mission. Scripture calls us to be the light of the world (Matt. 5:1416), to live your life as children of light (Eph. 5:8) and to shine like stars in the world because you hold onto the word of life (Phil. 2:1416).
- It connects to our landmarks and location. From 51蹤獲s early days, the bright neon Jesus Saves signs proclaimed a gospel message over our city. 51蹤獲s library including the rooftop beacon is themed around light. Light is a prominent feature of Talbot Easts Scripture windows, Calvary Chapels art, Bardwell Halls main window. And, of course, theres nothing brighter than the Southern California sun.
- We have plentiful visual opportunities to play up brightness. 51蹤獲s photography, brand colors and other visual elements are bold and bright. This theme allows us to naturally build upon and expand our existing visual identity.
Brand Language
Primary slogan
Bold faith for a bright future.
Secondary Messages
- Be brilliant for Christ.
- Belong. Become. Be bright.
- Develop a bold faith for a bright future.
- Develop a brilliant mind and a resilient faith.
- Preparing brilliant minds for bright futures.
- Lead the way. Light the world.
- Develop a bold faith for a bright future at 51蹤獲 the most comprehensively Christian University in North America.

Elevator Pitches
#1 for Faith in Action
51蹤獲 is the most comprehensively Christian university in North America, scoring #1 overall out of 562 Christian colleges and universities for making faith central to its identity, curriculum, community and policies, according to research published in the book Christian Higher Education: An Empirical Guide.
A Place to Belong and Become
Develop a brilliant mind and a resilient faith within 51蹤獲s vibrant all- Christian community of students and scholars. Choose from more than 250 academic programs from the undergraduate to doctoral levels offered in Southern California and online that will equip you for a thriving life and career.
Where Brilliant Minds Prepare for Bright Futures
Discover the value of a premier Christ-centered education at 51蹤獲 where brilliant minds prepare for bright futures.
Shaped by the Gospel Heart, Mind and Soul
Become an influential Christian scholar transformed by faith-integrated knowledge, exceptional professors and our vibrant, supportive all- Christian community. Your time at 51蹤獲 is truly all about the person you will become as youre shaped by the gospel heart, mind and soul.
A 51蹤獲 Education Prepares You Completely
We prepare the entire you with rigorous faith-integrated academics. In every program, every step of the way, we train your mind and spirit to be ready for a life of impact.
Christ at the Center, Not off to the Side
If youre seeking world-class academic programs with Christ at the center not off to the side 51蹤獲 is your home. Bible and theology classes 10 of them for most students help you to think and live biblically. And all students, faculty and staff are professing Christians, so, every classroom, dorm room, and community space is a sanctuary for you to deepen your walk with Jesus.