Objective
Establish a cohesive brand identity to connect with students, influencers, staff, and employers.
Establish a cohesive brand identity to connect with students, influencers, staff, and employers.
Challenge
Before I joined in 2013, UMA’s brand was fragmented. Creative was outsourced, there were no guidelines, and marketing materials were visually inconsistent with zero brand equity for a school that had existed since 1994.
Before I joined in 2013, UMA’s brand was fragmented. Creative was outsourced, there were no guidelines, and marketing materials were visually inconsistent with zero brand equity for a school that had existed since 1994.
Approach
I began with a full brand audit, then centralized all creative production. I designed a new logo system and usage guide, created a comprehensive brand platform based on audience insights, and collaborated with leadership to gain buy-in.
I began with a full brand audit, then centralized all creative production. I designed a new logo system and usage guide, created a comprehensive brand platform based on audience insights, and collaborated with leadership to gain buy-in.
I built an internal asset library and managed a phased rollout of new materials across touchpoints—maximizing impact while minimizing cost.
As the brand matured, I expanded the team from just me into a 6-person creative team and a separate 3-person web development group, enabling scale and long-term consistency.
Outcome
+ UMA’s brand became a valued institutional asset
+ UMA’s brand became a valued institutional asset
+ Logo registration was achieved
+ Creative strategy helped fuel enrollment growth
+ The framework established in 2013 is still in use today
Role
Creative Director, Brand Strategist, Designer, Team Builder
Creative Director, Brand Strategist, Designer, Team Builder
What I led
Logo Design & Visual Identity
Brand & Style Guide
Marketing Collateral
Web & Landing Page Design
Social & Environmental Graphics
Print, Email, and Direct Mail
Video Branding
Team Building & Leadership
Brand Guide Section Samples
Student Testimonial Sample
Program Brochure Sample
