Creative Manifesto

Outgrow the Expected Manifesto

Since the beginning, we’ve outgrown expectations. UC Davis was founded to serve the state of California. We do, and we always will. But now we’re feeding a growing world. And that takes more than agriculture. It takes a culture where what’s considered different, isn’t at all. Where creativity connects ideas, from obvious to outlandish. Where discovery pulls from any practice or profession. Where the most comprehensive solutions come from the most diverse minds. It takes a willingness to challenge the way things are done. To think about a future that hasn’t been thought of before. And to develop new ways of thinking. Of seeing. Of being. At Davis, we don’t just maintain. We improve. We don’t just think about today. We solve for tomorrow. We don’t just do what’s needed. We do what’s just. That’s how we answer the questions the world has yet to ask. Grounded in how we started, we grow out of every challenge we take on. We don’t do what’s expected. We don’t wait until we're told. We do what’s necessary. Before it is. UC Davis. Outgrow the Expected.

Since the beginning, we've outgrown expectations.

How Can It Be Expressed

Facing urgent challenges. Confronting injustice. Fostering resilient people and bold thinking. It can all escape notice, when you do it every day. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

UC Davis was founded to serve the state of California. We do, and we always will. But now we're feeding a growing world.

How Can It Be Expressed

Living up to the expectations of our state has prepared us to provide for the well-being of all. Here, and around the planet. For individuals and nations alike. 

Where It Lives in the Messaging Framework

Core Value Proposition

Health 

Environment 

Culture 

Society 

And that takes more than agriculture.

How It Can Be Expressed

Our roots ground us and nourish our vision. 

Where It Lives in the Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

It takes a culture where what's considered different, isn't at all. Where creativity connects ideas, from obvious to outlandish. Where discovery pulls from any practice or profession.

How It Can Be Expressed

The table we sit around is noisy and big enough to accommodate everyone. We raze the walls between schools of thought and erase the lines between disciplines. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

Where the most comprehensive solutions come from the most diverse minds.

How It Can Be Expressed

We honor good people and good ideas, welcoming informed and iconoclastic points of view, no matter where they originate. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

It takes a willingness to challenge the way things are done. To think about a future that hasn't been thought of before. And to develop new ways of thinking. Of seeing. Of being.

How Can It Be Expressed

We aren’t afraid to look for new answers to old questions—the more settled the idea, the better. We didn’t arrive at today along a straight path, and we know that tomorrow won’t come that way either. The past is there to inform us, not rule us. So we challenge it every day. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

At Davis, we don't just maintain. We improve. We don't just think about today. We solve for tomorrow. We don't just do what's needed. We do what's just.

How Can It Be Expressed

Here, progress is a given. “Better” is our north star. We’re fully present in this moment to better grasp and understand the next. We strive to do things right, and for all the right reasons. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

That's how we answer the questions the world has yet to ask.

How Can It Be Expressed

We seek to meet the world’s demands by embracing all of its complexity. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

Grounded in how we started, we grow out of every challenge we take on.

How Can It Be Expressed

We rise from deep and healthy roots, and grow stronger with each gale, drought, and frost. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

We don't do what's expected. We don't wait until we're told. We do what's necessary. Before it is.

How Can It Be Expressed

We’re never predictable. In no way docile. Driven to do right by the world. Unwilling and unable to back away from a challenge. Ever. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society 

UC Davis. Outgrow the Expected.

How Can It Be Expressed

UC Davis: Outgrow the expected. 

Where It Lives in the Messaging Framework

Core Value Proposition 

Health 

Environment 

Culture 

Society