CALTECH

Brand Identity, Brand Guidelines, Logo, Wordmark


The Caltech Career Office approached me for a project after my work rebranding the Caltech Alumni Association. They wanted to revamp their entire department to attract the top recruiters in the world for their graduates. Caltech has a sterling reputation for educating some of the brightest minds in human history, and they wanted their department to reflect that. However, creating a sub-brand that doesn’t clash with such a strong parent brand is always a challenge.

For this process, I took it back to basics and did a complete brand canvas and schematic design exercise with the key stakeholders of the Caltech Career Office. After 2 weeks of workshops, we landed on a brand that felt honest to Caltech’s mission and one that represents the caliber of graduates Caltech produces.

Since completing their rebrand, Caltech has seen a major uptick in their website activity and outreach from leading emerging tech startups and AI players.