UNC Charlotte launches "Stake Your Claim" brand campaign

The University of North Carolina at Charlotte is well-known for its public art, but the recent arrival of a larger-than-life pickax at the traffic circle near the campus’ Dickson Gate entrance goes beyond the aesthetic.

The pickax’s installation and that of two identical sculptures around the city are symbols that visually reinforce the University’s “Stake Your Claim” brand campaign, which officially debuts publicly during the week of Aug. 17. The other sculptures are located at the atrium of the Charlotte Douglas International Airport and the First Citizen’s Plaza in Center City Charlotte.

The “Stake Your Claim” campaign will accentuate key brand attributes of UNC Charlotte: contemporary, assertive, confident, authentic and decisive. Ads and other communication will highlight the University’s strengths in scholarship, research, arts and culture, athletics and internationalization.

“UNC Charlotte is an extremely vibrant community of very talented people who are pushing the University forward at an amazing velocity,” said Chancellor Philip L. Dubois. “Especially during the last 10 to15 years, we have focused most of our scarce resources on literally building infrastructure, academic programming and enrollment. And even though we have been quite active in the community, many people still identify us as the University we used to be. We intend for those perceptions to change so that all of us can understand and appreciate the immense value that UNC Charlotte brings to the Charlotte region.”

The campaign includes a fundraising event on Oct. 24 to raise money for need based scholarships. This event, which will include a 5K run/walk and other activities, will give the campus community and the city of Charlotte the opportunity to put “Stake Your Claim” into action in a way that directly benefits students.

No state funds are being spent on the campaign; it is being funded through monies generated by the Division of University Relations and Community Affairs specifically for this purpose.

(Photo courtesy WFAE)