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
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.
The Strategy
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.
Brand Guidelines + Online Asset Library
This stage was all about building trust through clear communication. I made the brand easy for people to embrace.
