Brand Architecture

Wilkes University had been working with a third-party agency to develop a "new brand.” Unfortunately, this relationship left the University with design elements and a general sense of a style but not a fully conceptualized brand and how it can be applied to marketing for their various audiences. They had a couple lego pieces but no concept of what they were supposed to build!

As the Associate Director of Creative Services, I worked to define/develop a new brand architecture and focused on constructing it to be to have enough breadth in order to target the three major audiences for the University: undergraduate, graduate student recruitment and retention; donors and development; athletics.