CSM Brand Refresh

Skills

Logo design
Branding
Art Direction

The College of Southern Maryland has long been a pillar of accessible, high-quality education in the tricounty region. With the arrival of President Dr. Yolanda Wilson in 2023, CSM sought to strengthen its connection with the community and modernize its institutional brand to reflect its evolving mission. To achieve this, CSM partnered with The Hatcher Group to conduct in-depth audience research—through focus groups, stakeholder interviews, and surveys with over 1,200 respondents—gathering insights that would shape a refreshed brand identity, messaging framework, and visual direction.

Guided by this research, Id developed a new institutional brand that balances CSM’s legacy with its future aspirations. The project included a fresh messaging strategy tailored to different audiences, a revitalized visual identity, and a comprehensive brand style guide to ensure consistency. A highlight of the effort was the creation of a new college logo, shaped by input from over 800 community members. While the rollout is still in its early stages, CSM’s leadership has praised the brand’s ability to unify the institution and reflect its commitment to student success, workforce development, and lifelong learning.

Creative Direction: Reece Quiñones