Research & Discovery

Developed comprehensive personas for each major at Northeastern to understand student skills, aspirations, and career trajectories, and analyzed competitor co-op programs and Northeastern's existing brand guidelines to inform strategic positioning. This research revealed the need for a brand that honored Northeastern's identity while distinctly representing Central Co-op's unique faculty-facing and employer-focused role.

Project Overview

Central Co-op is a new office created by the Chancellor in 2024 to strengthen cooperative education across Northeastern. During my six-month co-op, I developed the complete brand identity and communications system from the ground up, including style guide, digital assets, and hands-on production of large-format event materials for co-op conferences and career fairs.

The Challenge

Central Co-op needed a brand identity that would work for two audiences, faculty and employers, while staying aligned with Northeastern’s brand. The challenge was balancing credibility with approachability: impressing employers at career fairs while encouraging faculty collaboration; every element of the brand system needed to support this dual purpose.

Impact & Outcomes

The brand launched at co-op conferences and career fairs with full event materials, including large-format signage, branded merchandise (mints, pens, lip balm), and digital assets. Stakeholders praised the brand for conveying “reliability, modernity, and professional credibility.” I delivered a comprehensive brand system, including a style guide, digital templates, event materials, and marketing collateral. Central Co-op now has a scalable identity to support its mission across all colleges.