UW–Madison Commencement Rebrand

Commencement at UW–Madison had never been uniquely branded before University Marketing undertook this project. All communications, environmental graphics, social media posts, emails, and other materials had a generic institutional look and feel.

So in 2023, we rebranded Commencement, including an overarching strategy for both messaging and visuals, sample deliverables in the digital, print, and environmental spaces, a design toolkit for campus use, and redesigned swag items for graduates and their families.

We aimed for the new Commencement brand to be a warm yet spirited welcome into the next phase of their lives: a welcoming into the fold of the Badger family for life. Commencement is a weighty, important milestone in students’ lives, but we wanted to remind everyone that it’s also a celebration. So we carefully balanced the gravitas of this event with the fun and excitement that it deserves.

Shout out to Nicole Lipp for a cracking marketing strategy, and Danielle Lamberson Philipp for art direction and design on this project.