Department
Rebrand
BRANDING
Opportunity
Experience VT needed a visual identity that strengthened program recognition while aligning with Virginia Tech's established brand. Building on my previous work as a finalist for the Aspirations for Student Learning rebrand, I developed a cohesive identity featuring a logo, color palette, and supporting brand elements.
Insight
Virginia Tech's commitment to fostering student learning, personal growth, and life skills through a collaborative, student-centered approach became the guiding principle throughout the design process.
Research uncovered several key opportunities:
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Connect the visual identity to an existing and recognizable Virginia Tech symbol.
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Reinforce the university's values through meaningful storytelling.
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Create a system that felt authentic, memorable, and uniquely Virginia Tech.
Why the HokieBird?
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A beloved university mascot and recognizable brand ambassador.
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Represents school spirit, community, and approachability.
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Provided an immediate visual connection for students and stakeholders.
The Symbolism
Research into turkey tail feathers revealed an unexpected but meaningful parallel. In nature, tail feathers communicate:
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Confidence
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Vitality
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Social presence
These qualities closely aligned with the Five Aspirations for Student Learning, creating a visual metaphor for student growth, development, and lifelong potential.
Impact
The final identity transformed the Aspirations for Student Learning into a cohesive brand system that felt distinctly Virginia Tech while establishing its own recognizable presence. Beyond the logo, supporting collateral created a consistent visual experience that reinforced the program's mission across campus.
Role: Art Direction • Designer • High-Fidelity Mockups • Animation