To start I needed to Identify who they were and what they needed. CESR has five words that explain who the department... Connect, Cultivate, Co-create, Empower and Transform. I aimed to embody those words through design while reaching their target audience. Their main audience is Towson University students.

CESR needed a visual identity that would set them apart from the other university departments while still being recognized as a part of TU. Since the main audience was from the ages of 18–23 I decided to follow the more minimalist route as the overall design. CESR is about empowerment and to visualize that I created a lightning bolt graphic which I created by combining some of Towson's tigertooth. To make this work across all marketing materials I changed the layout of it while keeping it similar to the others.

CESR aims to create and cultivate communities that are outgoing, and friendly. To visualize this I decided to add the color teal to their identity. This would be used in tandem with TU gold, within the tigertooth pattern. This helped create visual interest but remained as a background element within each design.

The department received all assets. They could use them freely within TU's template-based software, Marq. Also, I create a brand style guide to help guide them on how to use their new Identity.

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