A “Decidedly Different” brand system for a university ready to stand apart.

Translating a progressive campus culture into a distinct, scalable digital experience.

Westminster College, now Westminster University, offered a progressive, student-centered liberal-arts experience in a market shaped by more traditional higher-education choices. Its existing presence did not fully reflect the inclusive, independent, and exploratory character students encountered on campus. Working alongside Up&Up’s brand strategy team, Brandon led the visual execution of a refreshed brand platform centered on “Decidedly Different.” The work established a more confident expression for the university: one rooted in Utah’s landscape, its 1875 heritage, and candid moments of student life rather than conventional institutional imagery. That expression was carried through a scalable digital ecosystem, including the WestX prospective-student microsite and a redesigned main website. A modular UI system gave Westminster reusable WordPress components, allowing its internal marketing team to create and update pages with greater flexibility while maintaining brand consistency.