SOAR Brand Identity

The Challenge: Thousands of new students and families face an overwhelming, information-heavy introduction to UW–Madison. We needed to transform that experience into one that feels clear, human, and genuinely welcoming.

What I did: Guided by the concept “Big but Small,” I developed student personas from research and interviews that informed messaging, tone, visuals, and touch points, making the experience feel navigable, supportive, and personal.

Impact: The brand system (featuring crackin’ visuals from Art Director Danielle Lamberson Philipp) reduces anxiety, boosts engagement, and helps each student and family see a place for themselves at the university.

Click the images below to see the full deck and strategy!