With the University’s recent rebranding efforts, the College of Humanities (COH) saw an opportunity to highlight their unique qualities. The S4 team used the new University brand guidelines as a jumping-off point. We conducted research that informed differentiated brand personas that still aligned with the overall organization’s brand.


S4 further defined the brand identity and messaging by constructing an overarching Brand Idea, “Connections without Limits.” The next step included building out attributes and benefits, substantiators, higher order benefits, brand character, and brand promise.  

The Good Stuff

To support the Brand Idea we defined in an earlier step, we delivered brand guidelines that included guidelines for photography and typography. We also prepared a full set of creative assets that included color pallets and graphic elements.