Saint Elizabeth University

Because Here, You Will Soar!

Branding
Culture Change

When I started working with the team at Saint Elizabeth University in the Spring of ‘22, I found one key element missing was a concrete branding call to action.  The president developed his own take, using the phrase “Soaring into Excellence!” I found this useful as the beginning of a larger, sweeping credo.

I took the existing brand materials and mined them for the overall abstract theme.

“Because here, you will soar!”

Overall Branding 

When I started working with the team at SEU, I inherited a rebrand from before COVID, one centered on the undergraduate students. All the momentum the team had been trying to build behind the pre-COVID rebranding had been lost. The new administration threw out over half of the brand campaign and asked me to find a new approach.   



I decided to use the core logo as my basis and develop an approach that would allow us to speak to any of the consituentcies. Luckily, the previous rebrand was very well done, so I was able to start form a strong position. Playing with the idea of soaring, I took the curves of the flame and devised trajectories for every type of student: undergrad, transfer, combined degree, and graduate. Everyone can soar thanks to SEU!

The administration has found this approach allows for more formal branding when needed, while I work to find ways to energize the idea with informal moments.