Institute of Design
Graduate School at Illinois Tech Teaching Human-Centered Design
wonder
How do we develop an attractive and accessible brand that reflects the spirit of our time?
Since its founding in 1937, The Institute of Design (ID) has enjoyed a reputation for innovation in the field.
Now, as they prepare to evolve from a niche graduate school to a fully-fledged global institute they need a succinct, compelling story that communicates the unique strengths of ID to audiences beyond the design world.
BACKGROUND
A mindset shift: from the non-committal to the metamorphic, where design evolves.
wisdom
Defy the “go fast and break things” norms of innovation culture, rejecting revolutions in favor of embracing the past to create more inclusive futures.
Nucleus developed a brand strategy that embraces the most resonant piece of ID—their ability to embrace constant change. Considering the attributes of the evolutionary archetype we defined the school to defy the “go fast and break things” norms of innovation culture, rejecting revolutions in favor of embracing the past to create more inclusive futures.
THE OUTCOME