Columbia College Deliverables Refresh

A CASE STUDY

Designing for evolution: supporting a brand shift during a historic transition.

 

Overview

Columbia College recently transitioned from an all-women's institution to a co-educational model in its day undergraduate programs—a major shift in its 160+ year history. Following a visual brand refresh by an external agency, the College needed creative leadership to implement the new identity across key deliverables. I was contracted to ensure the design system was rolled out with consistency, clarity, and inclusivity—reaching a broader audience while honoring the school’s legacy.

“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source

CLIENT GOALS

  • Expand appeal to all prospective students, regardless of gender, while maintaining brand integrity

  • Ensure updated materials reflected the College’s evolving mission and identity

  • Create cohesive, contemporary, and inclusive design across digital, print, and environmental touchpoints

  • Increase engagement and clarity in key recruitment and student experience materials

ROLE & RESPONSIBILITIES

Branding Alignment and Design Production

  • Translated new branding standards into real-world design assets

  • Collaborated with internal teams and the external branding agency to maintain alignment

  • Designed recruitment and event materials that reflected the institution’s shift toward inclusivity

  • Created systems and templates to support consistency across departments

Creative Direction & Design Execution

Applied the agency’s refreshed brand guidelines to a variety of collateral with careful attention to tone, audience and readability

  • Made design choices that emphasized empowerment and belonging for all students, not just women

  • Balanced heritage and boldness, modernizing without erasing history

  • Designed clean, high-contrast layouts with accessible color palettes and inclusive imagery

DELIVERABLES

Recruitment brochures, event graphics and admissions mailers

  • Open house and orientation materials

  • Social media graphics, digital banners, and newsletter templates

  • Branded signage for billboards, wayfinding, and on-campus events

  • Customizable design templates for internal teams

CHALLENGES & SOLUTIONS

  • Aligning legacy messaging with new inclusive direction

    • Selected imagery, colors, and language that reflected the diversity of the new student body, while honoring the college’s core values.

  • Balancing consistency across rapidly changing deliverables

    • Built modular, easy-to-update templates that empowered internal teams and ensured long-term cohesion.

  • Navigating dual feedback streams from internal teams and the external brand agency

    • Served as a strategic bridge—translating feedback into actionable design while keeping the project on brand and on message.

RESULTS & LEGACY

  • Successfully supported the visual transition to a co-educational identity

  • Strengthened recruitment materials during a critical year of institutional change

  • Received positive feedback from prospective students, faculty, and alumni for visual clarity and inclusiveness

  • Set the stage for future design efforts with scalable systems and thoughtful creative direction

The TAKEAWAY

When institutions evolve, design has to carry the message—loud, clear, and with care. This collaboration was a lesson in brand stewardship during change: honoring tradition while designing for who’s next.