Intend to Attend
— 2023
Brand identity design and brand art direction for new college program.
CLIENT —
University of Michigan, Intend to Attend
MY ROLE —
Brand Identity Design, Custom Logo Design, Art Direction, Graphic Design
MORE INFO —
The Intend to Attend (I2A) brand invites students to explore their options after high school, with a particular focus on those who are underrepresented in higher education and come from underserved communities within the State of Michigan. The logo captures the spirit of the new program with a modern, welcoming feel. It’s designed to be approachable and inclusive, signaling a fresh start and inviting students from all backgrounds. The design is flexible across digital and print platforms, making it easy to use in a variety of contexts.
The I2A logo is based on an underlying grid to show structure and balance. It incorporates simple arrows to show upward movement and transition. Negative space between quadrants represent four different pathways/entry points, converging in the center. This speaks to access for students coming into the program from different backgrounds and pathways. The stacked blocks within the logo visualize the power of students building their own paths.
I developed brand guidelines to ensure consistency across deliverables as the program began to roll out. The guidelines include instruction on the usage of brand elements, such as logo usage, recommended color palettes, and typography.
