CASE STUDY - 04
Brand System Transformation
Led the implementation of a new university-wide brand system across the Leavey School of Business, transitioning from a highly fragmented identity to a unified, scalable brand.
The effort required reworking hundreds of physical and digital assets, aligning stakeholders across departments and centers, and translating a developing brand system into real-world applications.
SCOPE
Brand System Implementation
Creative Direction
Asset Production
Cross-Functional Collaboration
Design Systems
The Challenge
The business school operated within a highly fragmented brand environment, compounded by the rollout of a new university-wide identity.
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Independent logos and visual identities across schools, centers, and institutes
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Evolving brand guidelines introduced gaps in guidance and implementation complexity
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Stakeholders were concerned about loss of identity and visibility under the new structure
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Existing naming structures introduced constraints for legibility and application across formats
The Opportunity
The opportunity was to translate a high-level brand system into a practical, scalable framework - balancing consistency with flexibility while enabling adoption across a complex organization.
This included establishing interim standards to unify the school’s identity, while preparing for and adapting to a broader university rebrand that introduced new visual and structural changes.
Bringing it to Life
Brand Systems & Templates
Developed standardized templates for presentations, email, admissions materials, and social to enable consistent, scalable brand application.
Asset
Transformation
Redesigned legacy materials and updated assets across digital, print, social, signage, and merchandise to elevate overall visual quality.
Cross-Functional Implementation
Partnered with departments, centers, and leadership across the school to guide adoption and ensure alignment with university brand expectations.
Stakeholder Alignment
& Enablement
Partnered with centers and leadership to navigate brand changes, while training and supporting teams to ensure consistent application.
Application & Adaptation
Translated brand guidelines into practical applications across formats, adapting for edge cases and ensuring usability across diverse materials.
Governance &
Evolution
Established consistency across outputs by reviewing and guiding brand usage, providing ongoing support and troubleshooting for complex or unclear use cases.
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Impact
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Established a more unified and consistent brand presence across the school’s communications and materials
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Aligned the school with the broader university identity while maintaining a distinct and recognizable presence
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Enabled faster, more efficient execution through standardized templates and systems
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Improved internal alignment and adoption of brand standards across teams
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Strengthened recognition of the business school as a distinct brand within the university
My Role
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Led brand implementation across the business school
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Led design of templates, assets, and systems to support scalable adoption
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Partnered with University Marketing & Communications to interpret and apply brand guidelines
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Worked directly with departments, centers, and leadership to drive adoption and alignment
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Navigated stakeholder concerns while ensuring consistent application of brand standards