BLOOMINGTON, Minn. - Northwestern Health Sciences University is in the process of developing a new website and a new institutional mark, color palette and font family, culminating months of work to redefine its brand and core messaging. The branding efforts also include refining the institution's core brand message. The website and new identity will be launched mid-year.
According to John Healy, B.S., the university's director of communications who is leading the rebranding effort, the rebranding encompasses more than creating a new mark or logo. "The new brand will capture the essence of the organization," said Healy. "The brand messaging will tell a story about Northwestern, describing what makes the University unique. The new mark will be used to build brand identity."
Northwestern worked with the design firm NewCity, located in Blacksburg, Virginia, to concept the new identity. A brand advisory committee made up of individuals from departments that communicate the university's brand has been meeting with NewCity in person and via teleconference for several months to provide input and recommendations. The final result was based on extensive research, site visits and interviews with key university constituents.
"The new mark is everything we were looking for in a logo," emphasizes Chuck Sawyer, D.C., associate vice president, who is assisting with the branding process. "The updated colors and fresh new look reflects both the traditions of the university as well as new initiatives as Northwestern leads the way in integrative health care."
Once the new visual identity system is unveiled, the brand advisory committee will continue to refine the key brand messages, which will also be integrated into the redesigned university website. The rebranding will be reflected in all of Northwestern's communication materials, ranging from the new website to marketing brochures and business cards.
Northwestern Health Sciences University offers a wide array of choices in natural health-care education including chiropractic, Oriental medicine, acupuncture, therapeutic massage and human biology. The university has nearly 900 students on a 25-acre campus in Bloomington, Minnesota.