UW Foster School of Business Brand Refresh

UW Foster School of Business
2022 – 24
Corporate Branding

In 2024, the Foster School of Business undertook its first full brand update since 2014. I led the redesign, refreshing the logo, website, brand guide, and strategy to reflect a modern, high-end identity while maintaining accessibility and strong ties to the University of Washington. The brand needed to be flexible enough to support diverse MBA programs, Centers, and community groups—yet unified and recognizable.

I conducted user testing, focus groups, and deep community engagement to ensure the design resonated across audiences. The result is a dynamic, contemporary brand that’s already been enthusiastically adopted across the school.

The redesign also sparked a comprehensive template refresh and the launch of an online merchandise store, strengthening community pride and visibility. More than a visual overhaul, this was a strategic transformation that repositions Foster as a global leader in business education.

Creative Lead: Stephanie Hennessy
CMO: Randy Hyde 

Branding

Brand Merch

Environmental Graphics