Department rebrand and logo design
In my Media Arts & Design coursework, I enrolled in SMAD332: Visual Communication. For the semester-long project, we were tasked with rebranding the School of Media Arts & Design, which involved redesigning elements such as the logo, branding, and various applications like merchandise and stationery.
Primary Research
Our primary research method was a series of six graffiti walls with different questions throughout the SMAD department floor. The tone of SMAD was revealed to be creative, playful, and collaborative. The most popular season that reflected SMAD was spring. The importance of community was emphasized connection. Repeated words shown throughout were Innovation, expressive, creativity, and freedom .
Project Type - Branding
Date - Spring 2025
Client - School of Media Arts & Design
Role - Art Director
Collaborator: Julia Kruger
Task - Redesign the Media Arts & Design logo, create a brand guide, and create brand applications.
Our client asked each partner group to create a new brand of SMAD that demonstrated who SMAD is as a community and what it offers as a program. It's primary goal is to further develop a brand identity that can be recognized by incoming James Madison University students/non-SMAD major students.
Brainstorming Process
Finalized Brandmark
The idea behind this rebrand was to create a distinctive, identifiable brand that shows who SMAD is. Our goal was to show connection and community through a brand that is interchangeable and intertwined artistically to visually showcase the freedom and fluidity among the concentrations within SMAD.
Brand Applications
Brand Guide
To view more, click through the slideshow :)