At the heart of UDM’s current rebranding work is what we might characterize as our Titan Faith. Taken literally, Titan Faith is meant to evoke a new expressionism when it comes to what Detroit Mercy is and should be at its core for all people impacted by the University. The concept of Titan Faith serves as an organizing principle to help frame the work that goes into defining a brand with the emotional resonance this institution needs and deserves. This is what gives the core elements and underpinnings of a brand its emotional power and builds connection with all stakeholders.
In some respects, Titan Faith comprises an array of underpinnings listed below:
- Titan bravery
- Titan innovation
- Titan boldness
- Titan pride
- Titan hope
- Titan joy
- Titan grit
- Titan truth
- Titan believe
- Titan compassion
- Titan love
The importance of these core elements/underpinnings is significant. In many ways, they help demonstrate that a new movement is taking shape and help people with all kinds of experiences and impressions find their way into this work in honest and sincere ways.
Do you have other underpinnings you think of when you contemplate Detroit Mercy? If you do, please share using the Rebranding Feedback form here!