From tech provider to trusted community partner
The situation: InCommon, a provider of identity and access management solutions for research and higher education, faced a common institutional hurdle: their brand had not kept pace with their real-world impact. The legacy positioning boxed them into a narrow technical niche, causing market confusion, internal misalignment, and a loss of competitive energy.
The breakthrough
Diving deep into creative strategy we found InCommon’s unique value: “Forward Together”. The concept helped us and the client align in the simplicity of InCommon’s identity, leaving their outdated back-end utility feel behind.
We created a new world for the brand that clearly communicates forward-looking trust and collaboration. By modernizing the visual identity system and sharpening the core narrative, the rebrand aligned internal stakeholders and clearly connected with the audience.
My contribution:
Creative Leadership: Co-led the overarching creative strategy to resolve stakeholder misalignment and reposition the brand.
Identity Design: Designed the selected brand mark and co-led the visual system from initial concept to global application.
Art Direction: Directed the creative concept and visual execution of the website redesign and official brand launch video.