Positioned for a New Generation

While the overarching University of Detroit Mercy brand identity aligns broadly with traditional academia, SACD found itself lacking a visual identity that resonates with its specific audience. With this in mind, the School’s leadership team felt the time was right for SACD to have its own distinct brand identity that more accurately reflects its position as an internationally recognized leader in design thinking, and one that appeals more directly to the creative young minds that attend SACD.

At the core of the School’s new visual identity is an adaptive, amorphous gradient. This shape is a visual representation of the education that students receive at SACD: ever-changing, unconstrained, and always open to new ideas and perspectives.

A simple color palette comprised of black, white, and fire red is intended to complement the main University brand while positioning SACD as a distinct entity in its own right.

Bringing the Brand to Life

The focal point of the SACD brand is a new website that, upon launch, will serve as an essential hub for students, faculty, and the community at large. We provided digital strategy for the new site, as well as UI/UX design and development services alongside their internal marketing team.

In addition to the School’s new digital presence, we worked with SACD leadership to create a series of print materials for students and faculty alike, as well as developing a flexible design system for their popular guest lecture series.