Honoring Legacy While Fueling Philanthropy
The Challenge
The OHSU Foundation needed a cohesive way to engage its diverse groups—specifically the OHSU Historical Alumni Society (OHAS)—under a unified “Alumni & Friends” umbrella. The goal was to create a visual identity that felt distinct and prestigious for the historians, yet remained clearly part of the broader OHSU Foundation brand family.
The Strategy: Niche Identity, Master Brand Alignment
We developed a sub-branding strategy that utilized the “OHAS” acronym to create a unique mark for the Historical Society. By focusing on a clean, professional aesthetic, we ensured that the society’s branding reflected the institution’s academic and medical history while maintaining the high-end look required for foundation-level engagement.
- OHAS Identity Design: Created the "OHAS" logo mark, using a classic layout that signals tradition and authority.
- Integrated Messaging: Developed the "Alumni & Friends" communication framework to bridge the gap between individual alumni societies and the Foundation’s broader philanthropic goals.
- Integrated Messaging: Developed the "Alumni & Friends" communication framework to bridge the gap between individual alumni societies and the Foundation’s broader philanthropic goals.