Brand Strategy
Walden University
Brand Guidelines
Walden had asked for us to develop new design guidelines for its existing logo and brand system. Their current guidelines lacked clear direction for applying brand elements, resulting in inconsistent marketing execution across touchpoints.
We parsed down their current brand elements, advertisements, and photography to refine the inconsistencies to help guide how and when to use the elements appropriately.
New recommendations were also added to give the brand a slight refresh while keeping the current style in mind. We developed an interactive PDF for easier navigation and worked directly with the client throughout the entire process.
Contributions:
Brand Guidelines, Adcept Designs, Project Lead
Adcepts
Following the creation of current guidelines, Walden needed assistance advocating for a logo re-design and color palette change. Clear's Creative Director had previously provided Walden with explorative logo options that they wanted to pursue again.
A future goal for Walden was to use teal as a primary color, instead of the current brown. The adcepts helped visually demonstrate why an updated direction would benefit the brand.
Solution:
Utilizing their current advertisements and creating new additional adcepts, we helped Walden feel confident with their decision to move forward with updating the brand style.
Impact
A future goal for Walden was to highlight the teal as a primary color, instead of the current brown.
When viewing Walden's current communications, it looks as if they were successful with implementing the teal and discarding the brown in their palette.
Walden's Website 2014
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Walden's Website 2021