Isenberg School of Management

Designing an icon for the #1 public undergraduate business school in the Northeast

The Isenberg School of Management came to us for a strategic redesign of their icon, aiming to better align their mark with their current ranking and forward momentum, and position themselves as a leading school of management in the competitive market. As a professional school at UMass Amherst, the icon also had to live with UMass Amherst branding, meeting the stakeholder standards of multiple teams on campus. Our work spanned from audit, landscape review, stakeholder input, data analysis, and strategic positioning, to the creation of an icon that was both responsive (to audiences, communication, and devices) and that would help Isenberg gain notice organically — through a timeless mark that’s both nostalgic and powerful. To ensure the icon would be used correctly and consistently across the campus, we created a 100+ page brand book for the Isenberg team.