The Situation
Leading a Higher Education Revolution
In response to the air of uncertainty currently swirling around higher education in America, the University of Florida established the Hamilton School for Classical and Civic Education to remain steadfast and above the fray. Its multi-disciplinary approach, combining liberal arts, civics, law, politics, economics and more, would fuel intellectual diversity and produce well rounded citizens able to think critically and tackle increasingly complex issues facing our the world.
With a bold mission to prepare a new generation of principled leaders grounded in the study of the classics and the foundations of a free society, the Hamilton School welcomed its first class in fall 2023.
As a brand new school within a major public university system, Hamilton needed a clear identity that articulated its purpose, differentiated it from peer programs, and resonated with students, faculty, policymakers, and the broader community. UF engaged Frankel to build their brand from the ground up, to craft their story and share it with the world.
: What We Did
- Research & Discovery
- Brand Strategy
- Brand Development
- Verbal Identity
- Visual Identity
- Brand Standards Guide
- Website Development
- Donor Booklet Viewbook
- Brand Video
- Collateral
- Photography
- Videography
Approach
A Torchbearer for Excellence
We began by conducting extensive quantitative and qualitative research, including one-on-one interviews with over 30 faculty members. We also performed in-depth competitor audits, and messaging studies to better understand the landscape Hamilton was entering.
These insights led us to the brand position
It represents the knowledge and wisdom imparted to the students. Helping them think critically and be the bright, intellectual leaders our nation needs. It’s also a nod to the Age of Enlightenment, where many of our Western Civilization ideals began to take shape. And “Shine Forth” is a phrase from the UF Alma Mater, making it ownable and authentic to Hamilton.
Classical Education. Vibrant Look and Feel.
The concepts of illuminating, shining forth, and leading America towards a more perfect future, pushed the visual aesthetic in a bold, energetic, yet elevated direction. Through a series of brand art pieces, we united moments of the past and present. And using the University of Florida’s color palette, along with images on campus, underscored the sense of purpose that lives in every Hamilton School student.
Implementation
Viewbook Donor Booklet
To introduce the Hamilton School to UF supporters and donors, we produced a 24-page booklet outlining its mission and showing opportunities to contribute towards its success.
Website
For the Hamilton School website, we opted for a clean, yet visually appealing approach. Dialing up certain graphic elements from the new brand to bring the story to life. Making the site easy to navigate and the content easy to grasp.
