Case Study:
C&S Brand Identity​
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​Citizens & Scholars were at a pivotal moment of transformation as they sought to modernize their identity and expand their relevance beyond academia. I led the creative vision and strategic direction for a full rebrand, elevating the ampersand as a symbol of connection and reimagining the organization as simply C&S to feel more inclusive, accessible, and collaborative. The resulting brand system, messaging platform, and visual identity reposition C&S as a unifying civic force focused on bringing people together across differences through the Power of &.
The Challenge
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Citizens & Scholars is a longstanding civic institution with deep roots. But the name “Citizens & Scholars” felt increasingly elitist, academic, and disconnected from the diverse communities they aim to serve. The organization needed a brand evolution that could unify their audiences, expand their relevance beyond higher education, and reflect a more inclusive interpretation of civic engagement.
The challenge: How do you preserve the legacy of the organization while reimagining its future?
The Action
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I collaborated closely with C&S from early strategy through full brand rollout, leading identity, messaging, and creative direction. I elevated the ampersand as the core symbol of the brand, transforming it into a visual and narrative device that communicates connection and civic possibility, and introduced the shorthand “C&S” to create a more modern, inclusive name. I developed the new tagline, The Power of &, and built the full visual identity system around it, including the gold ampersand, warm color palette, and ampersand-based photography style. I then directed the visual and narrative approach for the new website, shaping its hierarchy, tone, and overall brand expression.
The Result
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The new C&S brand debuted with overwhelmingly positive response, internally and externally. The identity is now approachable, human, and unifying, giving the organization the modern civic voice they needed. The ampersand has become an iconic symbol of connection, appearing across campaigns, events, merch, and digital storytelling.
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The rebrand positioned C&S as a catalyst for civic engagement, broadened their appeal to more diverse communities, and provided a clear visual platform for future initiatives.
