In collaboration with Carnegie Dartlet for research, and the marketing team at NEIU for developing messaging, we created a new brand and tagline for Northeastern Illinois University. I lead all creative on the rebrand including print, digital and video design.

Break Barriers was conceptualized after weeks of research based on in-depth dialogue with NEIU stakeholders--facilitated by Carnegie Dartlet. 

​NEIU exists to unlock authentic potential that taps the inherent tenacity of our students and inspires their aspiration to advance society and the world. This brought forth three personalities that aided in developing our branding. Using breakdowns of these traits, our team developed a new brand that embodied the "Dedicated Contenders, Compassionate Supporters, and Expressive Contemporaries" of the NEIU community.

Knowing the journey many of our students take to get to a university, specifically to find themselves at NEIU, and using the descriptors of the 3 personality traits, we came up with “Break Barriers.” The messaging highlights the ongoing work and dedication to reach a goal (or maybe not reach it), but at least be involved in a tireless journey of pursuit.

​The messaging can also speak to the friendly, supportive and compassionate to impact the world in positive ways and be part of something bigger. Which leads into the many ways our students can make these impacts, through creative approach, multicultural surrounding and originality. Some may “Break Barriers” by attending college, and others may break them when they leave. 

​The “Break Barriers” brand was expanded digitally through advertising, landing pages and social media. The landing pages were designed in a way to retain the overlapping elements, as if to break the barriers of the hero image and content below. PPC ads, digital billboards on CTA platforms, video ad spots on Youtube and organic social media posts were all generated to push new brand awareness.