Partnering with Transit Authority Figures, I oversaw and executed the implementation of a dynamic brand identity for the College of Humanities & Fine Arts at UMass Amherst.
My goal was threefold: to generate an identity that could be utilized by fourteen departments, one that expressed their distinctiveness and their common traits; to give the viewer a sense of place and connect them to the creative and cultural heart of the UMass Amherst campus; and to convey the value of an education in the humanities and arts, fields under fire from naysayers who insist they're impractical and won't lead to gratifying careers (this couldn't be further from the truth).
Our "Find Your Balance" brand campaign included a polymorphic mark, vibrant color palette, and architectural icons that connect the viewer to campus. It also underscored the message that pursuing your passions in fields that instill strong skills in big-picture thinking, writing, curiosity, ethics and empathy will take you far.
