While leading my own creative consultancy, I was contracted by Frankel Media Group as a contract identity designer to develop a new brand identity for the University of Florida Alumni Association. My role included creative strategy, concept development, logo design and visual exploration from initial sketches through the selected identity.
The challenge was to create an identity that celebrated the pride, tradition and spirit of Gator Nation while remaining visually distinct from the university's official athletic marks. Rather than relying on the familiar athletic gator, I explored a more abstract interpretation that captured the animal's confidence, strength and unmistakable character without directly referencing existing university iconography.
The resulting identity established a recognizable visual presence that celebrates lifelong connection to the University of Florida while giving the Alumni Association a distinctive brand of its own. Designed as a flexible identity system, the mark was created to perform consistently across print, digital, environmental and promotional applications while reinforcing the Association's mission of engaging alumni for generations to come.
