Setting and Background Information
In the academic landscape, Miami University faced the challenge of creating a brand that resonated with prospective students, their families, and other educational institutions. The need for a cohesive and modern identity prompted a strategic initiative to refresh the brand.
Role: Design Lead
Date: 2021
Tools: Illustrator, InDesign, Photoshop, Google Drive, Canva, Miro, and Zoom
Challenge
The existing brand lacked cohesion and failed to effectively communicate Miami University’s values and identity. The disjointed elements hindered the establishment of a strong, recognizable presence in the competitive academic sphere.
Process
The brand redevelopment began with marketing research, completed by a third party, that provided a foundation for how campus communicators and the general public viewed Miami as an identity. We performed comprehensive brand research to capture shared experiences and establish the institution’s positioning, voice, and visual identity. We leveraged this research to
- codify the data,
- analyze previous brand elements,
- develop brand architecture,
- build visual systems, and
- shift focus to culture, diversity, equity, and inclusion.
In my role as the design lead, I led the brand team’s efforts to revitalize a marketing brand that had stood for nearly a decade. Our approach involved research and development initiatives, beginning with in-depth audits of existing social, digital, and print materials. Collaborating closely with design interns, we collected and organized these assets.
Auditing sessions were structured into categories—social, digital, and print—each aimed at scrutinizing the colors, typography, and elements employed. The objective was to visually reinforce the new brand ethos. In the process, we dissected previous brand elements, constructed visual systems, and shifted the narrative to embrace themes of culture, diversity, equity, and inclusion.
Solution
Brand Identity Guide
I led the development of the Brand Identity Guide tailored for both print and digital mediums. The digital version ensures real-time dissemination of the latest information to the campus community. The detailed print guide caters to the nuanced needs of designers, vendors, and marketers, offering a wealth of in-depth insights and guidance for a more refined and impactful brand representation.
Within the Identity Guide, users will find precise directives on the proper usage of the logo, wordmarks, images, and typography. It goes beyond mere aesthetics, offering valuable guidance for communicators on consistently embodying the institutional voice. This extends to inclusive language and visual identity practices, not confined to diversity-focused communications but through every facet of communication crafted by the university.
Brand Architecture
Worked in close collaboration with the Brand Manager and VP of Marketing and Communications, to develop a brand architecture that used a tiered system and AP style.
This framework proved instrumental in shaping the naming structure of departments, colleges, and divisions within the university. The team ensured that each entity received the appropriate lock-ups, fostering a strategic and cohesive implementation throughout the institution.
Typography
Streamlined the brand’s typography by reducing the number of typefaces and weights. This decision was informed by usability testing, cost reduction considerations, and the need for efficient typeface management.
Partnering with the type foundry, we customized the typeface specifically for the official logo, ensuring a unique and tailored design that perfectly aligns with the brand identity. This collaborative effort demanded meticulous attention to detail and an iterative process to achieve the desired outcome.
Badges
Collected previously used badges, then refined and updated in the new visual and editorial style. This transformative process placed a strong emphasis on legibility, effectively incorporating information that showcased the distinctive aspects that set Miami apart. Proper citation of sources was prioritized to ensure credibility and integrity.
Icons
Worked closely with a senior designer to develop an icon system that combines simplicity and depth, through strokes and fills. These icons themselves capture the essence of the campus, its cultural intricacies, and its treasured traditions.
Asset Management Systems
Facilitated workshops with the design team to develop user flow diagramming techniques that streamlined project processes, enhanced file organization, and established standardized naming conventions, all in the pursuit of optimizing efficiency and productivity.
Benefits and Outcomes
The implementation of the Brand Standards and design system has streamlined the team’s workflow, enabling them to effortlessly craft cohesive projects, operate with efficiency, and produce work that is not only stunning but also speaks to the audience.
This brand refresh transcends mere aesthetic improvements; it resonates through the very fabric of our institution. It addresses the initial challenge of disjointedness, resulting in tangible outcomes such as a strengthened institutional presence, recognition within the competitive academic landscape, and a brand that adeptly communicates the genuine values and identity of the university.