Client: The Institute for Higher Education Policy, based in D.C., which aims to improve access and success in higher education.
Job: To conduct a rebranding campaign for the association
Agency: Design Army
Theme: Clean, cool, contemporary. Design Army was charged with creating a fresh, modern image for IHEP. The work should communicate a message of accessibility and desire to bridge gaps that reflects IHEP’s mission.
The Concept: To differentiate IHEP from other associations related to education, Design Army is working to give IHEP materials a look that communicates credibility and respectability, helping to position it as a major national player. The modern look must be familiar enough that it does not alienate older clients.
The Plan: Design Army emphasized the Institute’s shorter acronym, IHEP. The logo uses the same colors as the previous design, but has a more modern, streamlined appearance. Design Army will also update the various publications IHEP puts out throughout the year, giving them a more sleek, professional look, and emphasizing how IHEP differs from organizations with similar goals. The firm is now in the process of working with IHEP to redesign its Web site, making it easier to use and adding more interactive content, such as blogs and podcasts. The site is expected to go live during fall of this year. Print ads in major publications will follow the unveiling of the site.
Creative Team: Jake Lefebure (creative director, Design Army), Tim Madle (design lead, Design Army), Tia Gordon (IHEP managing director of communications and marketing), Jamie P Merisotis (IHEP president)
Ages: 25 to 35
Background: The D.C.-based graphic design firm largely focuses on doing work for companies in the arts, entertainment and fashion communities. Some of its clients include the Washington Ballet, Signature Theatre and the Helen Hayes Awards, as well as manycorporate clients.
Working on next: Designing promotional material for D.C.’s second annual Capital Fringe Festival
