Letter to the Editor Reply

Dear Editor:

Lasell has always been a place of evolution and innovation.

After 29 short years here, I have come to realize that Lasell remains a place that is true and consistent to its roots, but is also always changing and moving forward in pursuit of great education, great programs, great people, and great ideas.

It is in this spirit that I write this letter following the recent launch of the college’s new brand identity initiative – In Pursuit of Great – which many students, faculty, and staff helped give voice to.

The process for creating Lasell’s new brand identity began last spring with the creation of a core team representing various areas of the College, the hiring of a higher-education-specialized marketing firm, and lots and lots of interviews. More than 100 members of our community, including students, faculty, staff, and alumni, took part in the process that brought us to this new brand identity.

Central themes that emerged were Lasell’s core commitment to student focus, the development of an environment where people are encouraged to try new endeavors and a robust education that links learning to multiple experiences including collaborative learning, international study, service learning, and our internship program. Lasell is a challenging environment that encourages discovery and individualized development for all members of our community. We are powered by possibilities, diversity of thought, and we embrace change.

We think this new brand identity gives voice to the heart and soul of Lasell and correctly reflects the College’s current state, full of wonderful young men and women who are pursuing great educa- tion, great careers … great lives.

As always, it takes all of us to continue to grow and innovate. As we move forward, I hope you will join me in in pursuit of great dialog, great dreams, and a great Lasell.


Kathleen O’Connor
Vice President for Enrollment Management

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