A unified identity system and microsite designed to clarify the Lab’s story, consolidate its offerings, and connect learners and partners to the right programs with minimal friction.
Creative Director
Art Director, Production Designer, Copywriter, Editor
Logo System, Microsite
Furman Innovation Lab had a compelling purpose — helping individuals and organizations grow through stackable learning and real-world impact — but no cohesive way to communicate it. Offerings were scattered, the brand lacked a distinct visual voice, and prospective learners had no clear path to enrollment.
As their agency partner, we faced a dual challenge: give the Lab a distinctive identity it could own, and build a digital hub that made discovery and conversion seamless for two very different audiences — individual learners and organizational partners.
Create a flexible, scalable logo system that works across platforms and supports future brand extensions
Support both individual and B2B conversion journeys with clear content, proof points, and visible CTAs
Integrate WordPress with the Noodle Learning Platform (NLP) to keep course data consistent and reduce enrollment friction
Build brand awareness with an identity that signals credibility, creativity, and innovation
Both the brand identity and the website needed to tell the same story. We started with strategic alignment — defining the Lab’s core pillars, target audiences, and growth trajectory — before a single mark was sketched or a page was wired. That foundation shaped every creative decision that followed.
As Creative Director, I set the tone and strategic direction, guided the art director through concept development, directed copy and visual refinement, and led client presentations — translating university partner feedback into actionable direction for my team.
We translated the Lab’s promise of stackable learning into a bold geometric concept. The identity is built from modular shapes — like building blocks — reinforcing progression and the idea that skills accumulate into something stronger.
We developed a complete logo system — logo, icon, and wordmark — engineered for maximum flexibility. Consistent proportions and spacing ensure brand recognition whether it appears on a course catalog or a conference banner.
We built a repeatable shape language from the icon, allowing the identity to scale into a broader visual system without relying on photography alone. The result is a recognizable, ownable aesthetic the Lab can grow into.
The visual system extended directly into the microsite. Bold shapes and modular components weren’t just decorative — they told the story of stackable skills and confident leadership at every scroll point.
We organized the site around two primary journeys — For Individuals and For Organizations — so each audience can quickly find relevant programs, understand the value, and take the next step with fewer clicks.
A mega menu links to key internal pages and relevant external resources, allowing the Lab to function as a true hub for learners, partners, and internal stakeholders alike.
We connected the site directly to the Noodle Learning Platform, surfacing offerings through an interactive catalog with search and filtering. Offering pages pull NLP-fed course details to keep information accurate and reduce login friction.
The architecture was built to grow — new offerings, stackable pathways, stories, and impact content can be added without restructuring the experience or creating new inconsistencies.
The finished work gave Furman Innovation Lab something it hadn’t had before: a clear, ownable identity and a digital home built around how people actually make decisions about learning and partnership.
