Much of my career has been spent on developing brands in a variety of industries. My branding methodology is as follows: What is the brand's mission statement and most important thing about the brand to convey? What is a typical customer's persona? How do we deliver that message to the desired customers?
Here are a few branding projects on which I've worked.
Branding Projects
I redesigned Wesley Church's logo with a few things in mind: the hand-painted, imperfect circle represents the uniqueness (and imperfections) of every member, and the hand-hewn/wood-carving style cross represents that each person is a work of art.
B
randing Case Study: Moravian University Dining
Problem: In 2023, we sourced a food truck to provide an exciting new option for student dining as well as a mobile concessions stand for athletics events. I was tasked with creating a logo and a brand for our new truck.
Solution: We named the food truck Hungry Hound Express (the Moravian mascot is a greyhound) and I designed the logo and worked with a design team to create the truck wrap design using Moravian University branding and colors.
Branding Case Study: Moravian College Dining
The Problem: Moravian College is a small liberal arts and sciences college in Bethlehem, Pennsylvania. The area surrounding the college is rich with history (the college itself was founded in 1742) as well as another larger institution of higher learning, Lehigh University, making Bethlehem a fun college town with lots of culture. Moravian did not have a full time person dedicated to marketing and events. At the time I joined the team, there were a few upcoming projects: major dining renovations that would change the dated look of the dining spaces. The perception of the students was also that the "cafeteria" lacked healthy, trendy and delicious items, as well as that the food was processed and old (i.e., had been sitting out for the entire day). The dining and meal plan program had gone through significant growth and changes but there was tremendous potential to brand the Dining Services group as fun, innovative and serving fresh, tasty food.
The Solution: We started using consistent branding and theme to match the college's existing design scheme. In addition, I curated content from Sodexo's "Mindful" healthy branding arm. In addition, I started posting daily updates to Instagram Stories and Snapchat stories that highlighted daily menu options. Students can quickly take a look at appealing photos of what's being being served. We also started sharing more content focusing on smart nutrition decisions - featuring content from our Dietetic Interns showing "healthy plates" with balanced amounts of fruits, vegetables, grains and protein.
Creation of videos to highlight our chefs making the food and showing “behind the scenes” kitchen shots also helped deliver the message in a highly engaging way.
Results: Our semesterly survey measured a shift in results and a shift in the perception of our food quality. Over the period of a year, students rated our food as increasingly better quality and also indicated that they felt we heard their concerns and made adjustments accordingly.
Note: At the time of publishing this post, Moravian University was known as Moravian College.
