When you are a brand new college, knowing you're going to grow and change in a hundred different ways you can't anticipate, you need a brand that can work for you now, but be ready to grow and change as you do. For Alder College, I worked to create a 'starter brand:' something clean and fresh, to stand apart from the noise of all the colleges clamoring for students, but simple and strong enough to have the potential to explode in a multitude of ways and systems when called up on to do so. To that end, they are launching with a simple, agile brand based on the concept of windows through which students can view futures and opportunities. But for the college and the brand, the possibilities for growth are boundless.
