The 100-year-old college was out of date, visually exhausting, and did not reflect where the college was headed.
I led a complete overhaul of Crown's brand including a new mascot and marketing materials that propelled the brand beyond industry standards.
The brand had experienced a lack of standardization which had created chaos within the materials at Crown. I began to take inventory on where the college was headed and what that would the visual expression of that vision woudl look like.
I approached a newly hired graphic designer who simplified our look, helped direct typogrphy selection, and modernize the lyaouts and designs that we were using.
The team went through their respective areas and helped standardized the brand look and feel. We all worked hard to make the brand guidelines accessible and widely available so that the standards were mainained.
The first aspect that needed to shift was the values for the college. So we threw out the original Crown's value statements (Academic Excellence, Christ-Centered, Globally Connected) and instead offered new language that reflected who Crown was as a brand: Fully Equipped, Jesus Only, Be Known.
This initial change was a catalyst to updating the look of the college to reflect the new language.
A new cohesive look and feel for the school.
All internal and external materials could have a distinct look that would strengthen Crown's brand – particularly out in the community.
Further, this spurred on new avenues of developing Crown's story, such as the two main campaigns: Going Deeper; Anytime. Anywhere.
Ultimately, this was an essential step to breathe new life into the college and develop a stronger brand.
That acurately reflected who Crown was
From flyers to door signs, we updated it all