Work

Despite its top-notch academics, reputation for excellence, and beautiful campus, Wake Forest University struggled to distinguish itself amid the competitive college category. The University’s visual identity was more generic than iconic. To increase awareness and reach, Wake Forest needed to unite its valuable network of graduate and undergraduate schools under a single, strong brand.

Our strategy for a new Wake Forest identity emerged from an intensive strategy workshop. The new logo that followed reimagined the University’s time-honored mission of “serving humanity through the pursuit of knowledge” and resonated with Wake Forest students, alumni, and faculty alike.

In addition to a new logo, we provided Wake Forest with a Brand Visualization, a unique identity guide that translates the brand strategy into concrete elements such as color, typography, brand voice, and visual expression. To complete the launch, we developed an online graphic standards manual to ensure that Wake Forest’s new identity was expressed with consistency as well as conviction.