I set out to refresh our brand at DePaul Athletics. With a good history of success in the past, I wanted to recreate that magic and bring those feelings out of our fans. The goal was to craft a visual identity that embodies a timeless design while remaining relevant and captivating. I wanted to strike a balance between elegance, originality, and excitement, and create a look and feel that resonated on an emotional level and leaves a lasting impression.

To achieve this, I envisioned a flexible design system showing brand consistency across all touch points, yet allows for creative freedom and adaptability for my team of designers. The system should be rooted in a strong visual foundation of colors, typography, imagery, and layout principles that can evolve without losing the brand's core essence. I wanted the brand to feel intentional, cohesive, and distinctly DePaul.