UW–Madison Commencement Rebrand

The Challenge
Commencement at the University of Wisconsin–Madison had no distinct brand. That meant communications, environments, and materials for one of the institution’s most visible, emotionally significant moments defaulted to a generic institutional look and feel, missing an opportunity to create a cohesive, memorable experience for graduates and their families.

What We Did
We reimagined Commencement as a fully realized brand experience. We developed and launched a comprehensive strategy spanning messaging, visual identity, and execution across channels. The work included a flexible design system, cross-platform applications (digital, print, and environmental), a design toolkit to drive consistency at scale, and a refreshed suite of swag.

At the core was a clear creative tension: honor the weight of the moment while elevating its joy. We built a brand that balances gravitas with energy: formal, but never stiff; celebratory, but never trivial.

Impact
Commencement transformed from a series of disconnected touchpoints into a cohesive, recognizable experience. The new brand gave the university a consistent voice and visual presence at one of its most important moments, and gave graduates something they could feel. It reframed the ceremony not just as an ending, but as an entry point: a warm, spirited welcome into the Badger community for life.

Shout out to Nicole Lipp for a cracking marketing strategy, and Danielle Lamberson Philipp for art direction and design on this project.