The Process
We started with questions: Who are we talking to? What are we saying? And does it reflect who we really are? Through audience discovery, design audits, and visual exploration, we began shaping a system that felt more cohesive, credible, and true to Western’s values. I led the development of core visual assets — including logo systems, typography, and brand templates that would later become the foundation of the rebrand.
I experimented with design ideas, mapped out brand personas, welcomed honest feedback, and refined everything until the visual identity felt right.
Pitch Deck
The Strategy
Once we had the pieces, we needed a system. I created the brand pillars that grounded our messaging, built the brand policy that protects our trademarks, and established the Branding Committee to lead long-term governance. This phase wasn’t just about what the brand looked like — it was about how we protected, applied, and sustained it.
Western needed more than a new look — they needed a brand that truly reflected who they are and where they’re headed.
The Rollout
With the brand direction and identity system in place, the focus shifted to implementation. I built tools to make the transition smooth and sustainable — from comprehensive brand guidelines to a centralized SharePoint site where teams could easily access logos, templates, and resources. I worked closely with my design team to produce new logo systems across departments and led the communication effort to introduce the brand across campus. The goal wasn’t just to launch a new look, it was to build trust and make it easy for people to use the brand with confidence.
This stage was all about building trust through clear communication. I made the brand easy for people to embrace.
Brand Guidelines
