Northland College Brand Identity System
Concept/Purpose of the Work:
The sea of higher education options has never been more crowded and competitive as it is today. Smaller schools need to take every opportunity to stand out and create an experience that prospective students resonate with. Also, in communicating with online students that will never see a campus or facility, the brand experience becomes even more critical. We partnered with Northland to rebrand the college's visual identity system and additionally the athletics program (Pioneers). Our approach was to identify current challenges and clearly define areas of opportunity to either evolve the brand or completely redesign it. We learned overwhelmingly students and faculty wanted change. There was little affiliation with the existing college logo. To gain maximum affinity, awareness and consistency, we created an ""N"" monogram that would be the primary mark for both academics and athletics. Are objective was to evolve and refresh the current Northland visual identity system so that it supports the new mission, appeals to both current and new target audiences, and can express the brand consistently across all mediums. The existing academics brand lacked affinity with students and faculty.
Results of the Work:
The new visual identity system has made a huge impact on for the college. The small college's new brand was featured on Brand New an internationally known blog dedicated to brand identities and rebranding. There has been a lot efficiencies in creating new marketing materials for a team that is small in size this is huge. The new identity has also helped merge the two campuses with a consistent identity.
How the Work Was Delivered to the Masses:
We had a brand launch event to reveal the new identity to the campuses. We also held training sessions to walk through the new brand system. We created almost everything that relates to branding including: stationary, advertising, website, presentations, video, social, print, OOH.
Garrick Willhite, Founder/Design Partner
Bryn Bundlie, Design Partner
Anders Holine, Motion Graphics
Chad Sperling, Marketing Director (Northland)