In efforts to promote community, connection and cultivation, the Rockhurst University Alumni of Color Network (ACN) approached me in need of a brand system for their organization. They were in search of an identity that would usher in alumni, students and the broader community, uniting them with a purpose to promote leadership and address social issues.

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When creating this concept I was asked to utilize colors from Rockhurst's existing color palette, so I chose the University's signature blue, a bold teal, and a complementary orange. I wanted to highlight Rockhurst's 'R', which is prominently featured in the university's main logo. With the ACN, I wanted to introduce an organic, tactile feeling to the 'R', appeal to multicultural backgrounds, and pay homage to Rockhurst’s history.

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I paired the font 'Wawa,' which has a bold, yet relaxed feeling, with Rockhurst’s brand font, Freight Sans. The font duo presents as professional, yet personal, in efforts to appeal to the duality of how leaders show up in the world. The ‘R’ mark pays homage to the Rockhurst University seal. This take includes organic linework inspired by patterns that can be found in textiles, pottery, paintings and more across various cultures. The lines also represent the concept of connection and togetherness as they surround the ‘R.’

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The end result is a system designed with intention and with culture in mind, allowing this the ACN to make power moves and continue building their legacy.