In higher education marketing, we are quite familiar with “raccoon syndrome” – the tendency for us, and our bosses, to race from one bright and shiny object to the next, collecting them while out on our travels, bringing them home and leaving everyone else scampering in our wake to make the latest bright and shiny idea our own.

Sometimes, it’s the only way to get to where we want to be.
After a successful media launch of our updated
brand in November, we knew it was time to
give Aurora a facelift. The old nameplate was becoming stale, sometimes overshadowing the beautiful art on our cover. We wanted to liven up our stories and showcase our talented campus photographers’ work with larger, more captivating photos. We researched and collected samples from other universities, trying to decide what would best show off the “real” UAF.

The results are in front of you. I hope you like it. And I hope you’ll tell us, one way or the other.
Kim Davis, managing editor