CIC Brand Analysis and Reorganization

Cambridge Innovation Center (CIC) is a flexible and dynamic workspace. So why would their branding be rigid and prohibitive? During my time as Creative Design Services Lead, it became clear that more cohesion and clarity was needed while maintaining a free-spirited and flexible ethos.

Existing templates weren't complete enough and didn’t offer enough variation for different audiences, so staff had been heavily altering them for each project and presentation. To fully conceptualize their needs, I developed a brand map to organize the range of styles that were required. From there, I developed templates for the areas of the brand map. Each style has the same bones (architecture, fonts, and elements), but with different “flavors” or filters to match the intended emotion and audience. This allows for structural cohesion with expression and variety on the surface. These decks are still being rolled out, and will continue to be expanded and developed for different purposes.