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SEI Brand Hierarchy System

The goal of this work was to establish an architectural approach to define how both internal and external audiences see our global university branding in concert with a series of messaging levels. The strategy and approach took about 3 months to define and required a lot of collaboration with the creatives, brand, legal, and leadership within
the organization. 

We landed on a four-tier system for our primary brands. Each level considers the amount of branding detail needed so that the audience can quickly and easily understand the messaging or product relationship being shared. The system is triggered when the audience encounters the visual identity of the parent brand.

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