Research / Brand Strategy / Collateral / Website Design & Development
The UC Berkeley Center for Executive Education (CEE) turned to IE Design and Communications (IE) to further develop its brand, messaging, website and collateral. IE began with interviewing over 25 members of the CEE’s clients, faculty, staff and partners. As part of this initial discovery phase IE also spent 2.5 days at CEE’s offices meeting with internal stakeholders and observing executive education programs on the UC Berkeley campus. The insights derived from these interviews combined with CEE’s business strategy were used to form the foundation of CEE’s brand, and identify points of differentiation that should be amplified within the market. Early on in the process the website was identified as its top brand and marketing priority and led development of CEE’s new visual identity.