Why the Edge?

Female student by the ocean

Every university has a story to tell about who they are, what they do and why they matter. UVic's story is unique; we're proud of the combination of things here that you can't get anywhere else in Canada. The UVic Edge captures our story in a short, clear and compelling way. It's a story we're encouraging everyone on campus to tell, whether you're talking to a prospective student, a research partner, a donor or any of our key audiences.

The Edge is a way of expressing our authentic story. It came from talking to over 10,000 people on and beyond campus.

We're a university that's local, national and international in all we do. Every one of us is an ambassador, so as we move forward and attract the best students to study and learn here, the best faculty and staff to work, teach and research here, and donors and partners to engage with us, it's important that we're all telling the same story about who we are, what we do and why we matter.

Everyone we're talking to is bombarded with competing messages every day; only by having a clear, consistent and compelling story that we're prepared to live each and every day can we be sure to be heard by the people we want to reach.

In 2014 we set out to deepen our understanding of why faculty, staff, students and partners choose UVic over other top Canadian and international universities. The culmination of those insights are three ingredients that define who we are today and set a bold path for how we will remain a university of choice in the future. We call it the UVic Edge.