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 reduces anxiety, boosts engagement, and helps each student and family see a place for themselves at the university.

Big round of applause to Danielle Lamberson Philipp for art direction and design on this one!

Click the images below to check out the strategy and pitch presentation deck!