Overview
American Military University design system was developed to create a more efficient and consistent brand experience through multiple marketing channels.
Challenge
American Military University was established in 1991. AMU first classes were mail-in format, later the university became one of the first to provide online classes. Through all these years and rapid expansion, much of the design and brand assets started to diverge visually from a consistent branding and intertwine with its sister brand American Public University.
Solution
We started by differentiating AMU from APU by expanding AMU’s brand colors, defining a new font, updating imagery styles and tone of voice. An audit of all existing assets was conducted to determine which marketing collateral had the most usage. The most useful collateral was redesigned to align with the new branding. Consequently, new marketing collateral was created for new campaigns that promoted updated colors, fonts, images and tone of voice.
New campaigns promoted the new look on multiple military bases across the country and on target markets such as the Pentagon metro station in Washington D.C. along with new digital campaigns and video.
Role: Lead Designer / Creative Director