The IUPUI School of Engineering and Technology needed to create a brand that addressed a few problems for them:
- They needed to clearly identify themselves as a Purdue school at IUPUI
- They wanted to attract more female and underrepresented students
- They needed a friendlier, more relatable brand presence
The resulting creative concept recognizes that while engineering and tech wizards in the making may be math whizzes, skilled scientists, or amazing programmers, they tend to be reserved. Introverted. A little different. It celebrates those differences, reframing the things that make them feel self conscious as the traits that make them, well, geniuses. And as such, it assures them, there is a place where they belong—right here.
From a visual standpoint, it incorporates the Purdue black and gold colors and featured a black marketing lockup (a departure from the typical crimson) to make their affiliation clear and features the audiences the school hoped to attract.
