The branding for the Extended Studies department at NSCAD University required being able to take the existing design elements and update them, while simultaneously ensuring they were cohesive with the Extended Studies brand guidelines as well as adjacent to the NSCAD University’s general brand guidelines.
These elements included: deciding on the typography to be used for Extended Studies, building on the existing colour scheme by adapting secondary colours to complement the existing branding, making a simplified logo with some small edits to the text, developing a responsive version of the logo, a MAKE logo for all activity-sheet related documents, document templates, social media graphic templates, stock image guidelines with a small library of stock images, branded icons and a Campaign Monitor template.
Mockup of Extended Studies brand guidelines spread
The methodology behind branding this project required a fundamental understanding of the current existing brand material, and to consistently keep a wider perspective on how the branding materials would fit together. I would meet on a weekly basis with the head of Extended Studies to best ensure I captured her vision in keeping a more cohesive, and professional look to all Extended Studies materials.
Mockup of ES Brand Guidelines cover with mockup of activity sheet template
I researched the old logo, and read through the NSCAD University brand guidelines as well as its gallery brand guidelines, the Anna Leonowens. After considering all adjacent organizations at NSCAD University, I was better equipped to gage the association of the branding project in relation to all other existing visuals.
The process applied to the project involved working with the various expertises of my colleagues, with what has worked better and has not worked as well, along with a vision for what we wanted to achieve with each branding product. Receiving critical feedback and knowledge from my Extended Studies colleagues was integral to understanding what the student needs were and how to reflect those needs in the projects. We landed on making the project simple, legible and cohesive.
Instagram Advertisement for Indesign (two computers)
Intro to Screenwriting Advertisement (2 photos of writing and ES logo)
International Student Day GIF (illustrated coffee cup with moving cream)
Overall, the vision for the Extended Studies branding project was to create simple, cohesive, and highlighly usable products for the Extended Studies branding.
The final deliverables included a responsive version of the Extended Studies logo, an edited version of the former logo, a MAKE logo (related to activity sheet documents), document templates, social media templates, a Brightspace template, a Certificate template, stock image guidelines, a Campaign Monitor template and branded icons.
The challenges faced with the project were keeping the branding as close and familiar to the original Extended Studies branding as possible, while still achieving a refreshed look to the design products. Other challenges included recruiting instructors and building work while simultaneously exporting work, so the brand vision needed to be very clear from the beginning. I also wanted the work to be easily replicated by the staff or future designers who would land upon the project, so I described in detail in the brand guidelines how to ensure these qualities in any replicated projects. All in all, it was a fantastic project for a fantastic team, and a great opportunity to bring Extended Studies a fully beautified and extensive branding package.
ES brand guidelines mockup