Visual Brand Identity
Brand Identity & Marketing Campaigns
Reimagining Higher Education
Tasked with repositioning DeVry University during a pivotal brand evolution, we led a rapid, research-driven sprint to uncover strategic gaps and unify the brand. My creative and design direction shaped a new identity system and comprehensive style guide that balanced emotional and rational appeal, designed to bring consistency and clarity across every channel.
PHOTO STYLE
Capturing candid emotion, the motivation and inspiration to better your life, full of optimism and confidence.
Setting is not always literal, does not have to be in a classroom or educational setting, they represent moments in the daily life of a student.
PORTRAIT STORIES
With these overlays, we step into our target’s stream of consciousness: this is the unpredictable, the turbulent, and the inspiring, all rolled into one moment in time.
We want the language real, unvarnished and accurate, because the genuine transformation that college delivers is what sets this life chapter apart from all others.
TYPOGRAPHY
The display face, Gilroy, brings a modern and tech-forward approach to classic letterforms that feel inherently familiar.
This structure is balanced in the text face with Adelle Sans, an updated sans-serif made highly approachable with the addition of unobtrusive humanist details.
COLOR PALETTE
High contrast of black and white provides a modern, confident feel.
Updated yellow is used as the primary brand color and used to call attention to important information.
Updated blue color is used strategically to bring a softness to headlines and minor accents.
Additional Branding & Marketing samples:
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Packaging
Bringing focus to a tricky shopper challenge.
For SAV, we met those challenges and more with a fresh packaging solution and user-friendly shopping environment. Clear categorization, large visual elements and on-trend colors joined together to generate buyer conversion.
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Environmental Graphics
Delta Faucet Company’s exhibit presence at at the 2024 Kitchen and Bath Industry Show included all of its four brands having a booth. For the Delta brand booth, DFC wanted to create an experience that highlighted and celebrated Delta’s brand essence and key innovations.
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Kichler Omnichannel Experience
Creating an Omnichannel Purchase Experience at The Home Depot.
Derived from lighting shopper research, S/M delivered an upscale merchandising and packaging solution to gain Kichler a national presence at The Home Depot. The in-line bay features key products in on-trend vignettes, a dimmable lighting system, and product graphics that route customers to The Home Depot website via QR codes to continue the purchase journey.
