Northern Michigan University

Design for a Nurturing Environment


brand strategy

visual identity


brand positioning



logo design

messaging guidelines



Northern Michigan University’s Graduate Studies & Research Program has the unique distinction of being not only one of the university’s newest programs, but also one of its fastest growing.

Being located at the top of Michigan’s Upper Peninsula, the natural setting of NMU is lush, beautiful, and unavoidably intertwined with the culture of the campus. This presents both an opportunity and a challenge for attracting students.

Using this insight, we created a flexible visual identity that supported the brand’s positioning as a unique place that provides access to the head space and physical space you need to grow. This sense of solitude is what makes it feel so good to be there.

NMUGS&R - Marquette
NMUGS&R - Manifesto
NMU Color Palette
NMU GS&R Custom Font
NMUGS&R - Birch Bark Biting Example
NMU GS&R Flexible Visual System
NMU Business Card
NMUGS&R - Banner
NMU Banners Flexible Visual System
NMU Envelope
NMU GS&R brochure
NMU Brochure
NMU Brochure
NMU Brochure
NMU hoodie
NMU Totebag
NMU environment
NMU Billboard

Lisa Eckert, Dean of NMUGS&R stated, “As the College of Graduate Studies continues to refine our portfolio of graduate programs to focus on niche programs that align with the mission and values of NMU, we need to elevate our visibility on campus, in the region, and beyond. Not only did C-90 meet our challenge, but they helped articulate a vision for NMUGS&R, creating versatile and gorgeous visual assets for our new brand.”

NMU Posters