I refreshed the brand for WGU Labs. We didn’t want to do a complete rebrand and negatively impact the recognition we’d garnered, we just wanted to focus and clarify. I created three very different pitches as a starting point, solicited feedback from stakeholders and teammates, and refined from there.

Phases I-III: Exploration

Click the image below to view the slide deck exploring initial pitches, ideation and feedback, and early implementation tests.

Phase IV: Bringing it All Together

After many experiments with various media types (reports, slide decks, infographics, etc.), I zeroed in on the design elements that consistently and coherently expressed the philosophy of WGU Labs. I received enthusiastic approval from my directors for its powerful visual identity. Next, I produced a library of easy-to-use assets and a comprehensive style guide, which I presented to my team. Click the image below to view the final results of the WGU Labs 2025 Brand Refresh.