The University of Central Florida had a bit of an identity problem due to intentional, yet rapid growth. Taking the time to discover through research and subsequent strategic findings that UCF isn’t burdened by tradition like other 100 year-old institutions freed us up to embrace the brand as big, bold, youthful, modern and energetic - a disruption in higher ed. The refined brand guidelines reflected this personality and opened the possibilities for an eclectic yet honest and connected visual language. Once our cross-institution teams had this direction and purpose to fulfill, all communications from internal engagements to external campaigns became infused with our renewed Charge On spirit. Role: Creative Director/Designer