Launching The Furman Advantage was the classic example of flying the plane as you build it. The language around Furman's flagship commitment to students, including engaged learning, reflection, belonging, and mentoring, was still in its first drafts and being heavily vetted, while the logo and branding were still in ideation and concept. The announcement launch event was already set, and luckily, the idea was clear.

As design lead, I was delighted to concept and design the logo and branding of The Furman Advantage, now well established. To communicate the vision and stretch the Furman brand, I worked closely with the leadership team through rounds of iterations until the messaging and visuals were fully aligned. The logo needed to be unquestionably Furman, with branding elements and themes that could stand on their own and work within Admissions and other Furman-branded materials. I worked with students and photographers to create authentic photography, while developing elements and a theme that translated across platforms, including the announcement launch event, online presence, and strategic printed materials. The identity still sits comfortably within the broader Furman brand.