Southern Methodist University


Southern Methodist University Continuing and Professional Education (SMU CAPE)


Branding | Art Direction | Design


SMU needed to refresh the branding of their Continuing and Professional Education program to appeal to their target audience, a wide demographic that spanned several generations, from young professionals to retirees. The new brand identity would be featured in all their marketing collateral, as well as their largest publication, a 76-page course guide.


The SMU.EDU/CAPE “tab,” a simple, easily-recognizable design to be used alongside the official SMU logo. We also designed notecards, flyers, a billboard, and tee shirts that would appeal to their multigenerational target audience. A bolder, more visually appealing design was implemented for their course guide. This included an easy-to-follow layout of courses, along with detailed descriptions, locations, times, and pricing. Stock and school archive photos were carefully selected to represent the courses and each demographic segment of the target market.

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