Wolverine Media Group
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As Creative Director of Wolverine Media Group (WMG), I led the complete rebrand of the organization—a pivotal move for a student-run business that operates without University funding. WMG manages advertising sales, brand strategy, and marketing for four student publications at the University of Michigan.
The old branding was inconsistent, lacked cohesion, and failed to tell the story of what we do. My challenge was to create a bold, adaptable brand identity that would stand out to students, faculty, and businesses—whether on the street, in your inbox, or across our publications.
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Unify all four publications under one cohesive design language.
Preserve each publication’s unique identity while establishing visual consistency across marketing materials.
Create a flexible, adaptable brand system that works across merch, editorial calendars, sell sheets, promotional materials, and digital platforms.
Align creative efforts with strategic objectives, ensuring the rebrand supports both storytelling and marketing goals.
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Research & Discovery – Met with each publication’s leadership to understand their unique identity, audience, and marketing goals.
Collaboration & Strategy – Worked with teams across business, strategy, and sales to ensure the rebrand supported both creative storytelling and practical marketing needs.
Design Iteration – Explored multiple design directions, focusing on:
Typography that balances professionalism with personality.
Color palettes that highlight each publication’s unique identity while maintaining visual cohesion.
A redefined mission and vision for WMG to guide future creative decisions.
Implementation – Rolled out the new design system across key assets including:
Sell sheets, media kits, websites, and promotional materials for consistency and scalability.
Created adaptable templates to ensure the brand remains cohesive yet easy to expand for future campaigns.
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Unified branding that brought all four publications under one strong, recognizable identity.
Enhanced visual consistency across marketing materials, strengthening WMG’s professional image.
Developed scalable design systems that streamlined internal processes and improved communication between editorial and business teams.
Fostered stronger collaboration between departments, aligning creative efforts with strategic objectives.
By creating a flexible yet powerful brand identity, WMG now feels more connected, professional, and prepared to stand out—whether in print, online, or in person.
