Department
Rebrand
BRANDING
I was proud to pitch a concept for Virginia Tech University's Experience VT program. While honoring the university’s established identity and introducing a more elevated visual direction, I created a logo, color scheme, and supporting brand elements to unify the program’s presence. This work built on my experience as a finalist for the Aspirations for Student Learning rebrand.
STRATEGY
Opportunity: Promote student learning,
life skills, and personal growth through a
holistic, student-centered approach rooted
in collaboration and care, in the spirit of
Ut Prosim.
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Virginia Tech’s HokieBird is more than a mascot—it’s a personality-driven brand ambassador: iconic, playful, approachable, and deeply rooted in tradition and community. This informed my redesign, drawing from its existing visual identity.
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Research into turkey tail feathers revealed their role in signaling confidence, health, and social presence—traits that closely align with the five Aspirations for Student Learning.
IMPLEMENT
Embracing the university’s established
colors, the new logo features five tail
feathers representing the five core characteristics Student Affairs encourages
every student to embody.
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More than just a recognizable campus icon,
the logo brings dimension, movement,
and energy to materials designed to inspire
students to embrace their strengths
and potential.