Brand Management
UNH-IOL Brand Strategy
Gearing up for a full rebrand and launch of lab identity, messaging, and website materials.
Background
After more than 20 years with the same logo, look, and feel, UNH-IOL was set to change its identity, messaging, and communications.
As the largest industry-engagement unit on campus, IOL needs corporate recognition in a competitive for-profit market. Unlike the schools and other units at the university, IOL supports itself through direct-to-customer sales of its testing services. Getting its unique messaging across in the market is important for its profitability and sustainability.
The brand refresh was designed to resonate with a professional audience. Unlike academic institutions, which often emphasize tradition, heritage, and scholarly symbolism, corporate branding tends to prioritize clarity, efficiency, and a progressive aesthetic.
The following images from a brand management presentation are provided here as a sampling of a broader branding strategy to elevate IOL’s brand awareness in the market. What’s included here as a preview of the brand transformation:
New Images
New Colors
New Design Concepts
New Themes (for messaging)
New Brand Concepts
Introducing more progressive images, colors, and messaging.
Social Media Concept
Social Media Concept
Presentation Value Chain Statement Theming
Brand Strategy
Logo
Brand Strategy
Leaning Into the UNH Brand
Shield as Design Anchor
Shield as Corner Element
Shield as Visual Interest
While the strongest representation of the corner element is typically found in the bottom-left or bottom-right corner to recreate the image of a shield in its proper orientation, the corner element can be used in either one of the four corners.
New Colors
Wildcat Seal Concept
Value Chain Statements to Prove the Value of Services
We’ll be leaning into more progressive and cheeky headlines and slogans in our promotion campaigns. The point is to give IOL a little personality in its brand.
Before It Was There, It Was Here
This campaign is intended as a testimonial to the quality services provided by using member’s activity in the market. Variations of this concept will include other devices going through the lab services, such as chips for cell phones, car navigation, autonomous driving, and more.
This is an example sales presentation that leads with this theme.
