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Fort Hays State University launched a new department, FHSU–PCE (Professional and Continuing Education), focused on offering virtual badge programs designed to help learners enhance their skills and improve their career prospects. My role was to develop a complete sub-brand for this new division, building a distinct yet cohesive identity within the university’s broader brand framework.
Problem
The challenge was to create a visual identity for FHSU–PCE that could stand on its own while maintaining a clear connection to the established FHSU brand. It needed to feel professional, contemporary, and relevant to adult learners and professionals seeking continued education, without straying too far from the university’s academic credibility.
Solution
To achieve this, I introduced a unique visual system built around bookmark-inspired badge designs, representing varying levels of professional achievement. The layout, typography, and graphic patterns were strategically designed to reflect both the individuality of FHSU–PCE and its alignment with the core FHSU brand, resulting in a flexible, future-ready sub-brand identity.
The visual system for FHSU PCE was built around its competency level framework. To translate this structure into a clear graphic language, a bookmark based composition was introduced. The number of bookmarks displayed within the layout directly reflected the level of expertise, creating an immediate and intuitive hierarchy. This approach allowed the identity to communicate progression and achievement in a way that felt structured, flexible, and easy to scale across programs.
From this foundation, a cohesive badge system was developed to formalize recognition across courses. Each badge incorporated the FHSU logo, the course name, the defined competency level, and a corresponding level icon derived from the bookmark structure. The result was a modular yet consistent system that reinforced academic credibility while giving Professional and Continuing Education its own distinct and organized visual presence within the larger FHSU brand.
From this foundation, a cohesive badge system was developed to formalize recognition across courses. Each badge incorporated the FHSU logo, the course name, the defined competency level, and a corresponding level icon derived from the bookmark structure. The result was a modular yet consistent system that reinforced academic credibility while giving Professional and Continuing Education its own distinct and organized visual presence within the larger FHSU brand.
The identity was extended across social media and print materials through a unified layout system designed for consistency and scalability. Template based compositions were developed for digital posts, magazines, and ebooks, covering course information, campus updates, and program highlights. This structure ensured that every touchpoint, whether online or in print, maintained visual clarity and alignment with the PCE competency framework while remaining practical for ongoing content production.
A comprehensive brand book was developed to define and document the full PCE identity system. It outlines the brand vision, mission, strategy, and tone of voice, followed by detailed guidelines for logo usage, typography, primary and secondary colors, and color application rules. The document also formalizes the core brand elements, iconography, badge hierarchy, and complete badge system, ensuring clarity in how competency levels are represented. To support real world execution, the brand book includes application examples across website, social media, and print materials, providing a clear reference for consistent implementation across all touchpoints.
