BRCC Workforce & Continuing Education Brand Development

When I began designing in-house for BRCC in 2020, one of the first areas for growth I identified was the lack of any cohesive identity for their Workforce & Continuing Education department. Comprised of eleven different subdepartments operating independently of one another, it was difficult for potential students to determine that each of these disparate programs had a home under one roof. When the WCE marketing team approached me about radically updating the look of their bi-annual course catalogue, I took the initiative to develop a much-needed style guide for the entire department. Where past designs had grown more disparate and densely packed as programs expanded, we unified things with one clean, contemporary base palette, grounded by BRCC’s established shade of deep navy, and gave each subdepartment their own signature accent color. To bridge the gap between past and present in such a major overhaul, I incorporated simplified versions of motifs from prior WCE promotions, such as their “Careers Start Here” arrow, along with a more subtle approach to the very 1980s typeface integral to the college’s overall brand.  From there, we gradually rolled out a complete redesign of all existing department materials to fall under the new guidelines, encompassing brochures and rack cards, direct mail promotions, print and digital catalogues, and regional billboards.