AUC REBRAND
AUC’s mission is to train tomorrow’s physicians, whose service to their communities and their patients is enhanced by international learning experiences, a diverse learning community, and an emphasis on social accountability and engagement.
Client
American Univeristy of the Caribbean
Industry
Education
Service
Social Media Design
Video Production
Art Direction
Logo Design
Duration
4 Weeks
OverView
As a seasoned Art Director leading the rebranding of the American University of the Caribbean School of Medicine, I crafted a bold and strategic brand evolution that reinforces its position as a premier medical institution. This process begins with in-depth market research to understand industry trends, competitive positioning, and audience perceptions. By identifying the university’s core strengths—such as its global medical network, rigorous curriculum, and commitment to student success—we shape a brand story that is both authentic and aspirational.
The Challenge
Create a visual identity, refining the logo, typography, and color palette to reflect innovation and excellence while maintaining a sense of the Caribbean's vibrant culture. Engaging key stakeholders—including students, faculty, alumni, and industry partners— ensures alignment and advocacy for the new brand. An integrated seamlessly across all touchpoints, from digital platforms to campus environments, ensuring consistency and resonance with prospective students and the broader medical community.
The Solution
AUC’s branding achieves a harmonious balance: it’s professional yet inviting, globally aware yet intimate, and confidence-inspiring with a personal touch. It conveys a dependable brand with one foot in academic prestige and the other in nurturing community.
The Result
AUC’s branding strikes a refined and inviting tone that aligns effectively with its mission and audience. The tagline “Exceptional Education. Caring Culture.” anchors the brand’s identity, blending a commitment to academic excellence with a warm, community-focused atmosphere Visually and structurally, the website is thoughtfully organized: clean navigation menus guide visitors through program details, locations (St. Maarten and Preston, U.K.), curriculum, admissions, and support services This clarity reflects a brand that values transparency and ease of access—key for prospective medical students.
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