OVERVIEW
Two programs, two logos, one cohesive story
Michigan Tech’s Psychology and Human Factors programs needed distinct identities that students could connect with, while still feeling like part of the same academic family. We developed messaging and visual systems for each program—giving them their own personalities while maintaining a shared look, color palette, and connection to Michigan Tech.
Client
MTU Psycholoy and Human Factors
Services
Brand, Videography
THE CHALLENGE
Psychology and Human Factors faced very different communication challenges.
Psychology was already familiar to prospective students, but needed to clearly communicate why its program was different—including its small size, close faculty relationships, research opportunities, flexibility, and ability to pair psychology with technical disciplines.
Human Factors had the opposite problem: many prospective students simply didn’t know what the field was. The program needed a way to quickly explain how psychology, technology, research, usability, and human-centered design come together—and why that combination matters.
Our Solution
We created two distinct brand identities built from a common visual language.
For Human Factors, the identity emphasized the relationship between people, technology, research, and design. Messaging explored ideas such as understanding human interactions, improving experiences, building smarter systems, and designing with people in mind.
For Psychology, the identity centered more directly on understanding people while reinforcing the strengths of Michigan Tech’s program: personal relationships with faculty, hands-on research, flexibility, and preparation for graduate school or careers across a wide range of fields.
The two identities use the same palette and typography, creating a coordinated system while allowing each program to stand on its own.
BRAND IDENTITY
MTU Human Factors Branding
A visual identity designed around people, technology, and the interactions between them.
Palette
Type
BRAND IDENTITY
MTU Psychology Branding
A familiar discipline given a distinctly Michigan Tech identity.
Palette
Type
Have you ever wondered?
If you wonder why or what causes a person to do what they do, then psychology may be for you? Psychology gets to the root of how people think, how they feel, and how they behave, but at Michigan Tech that gets paired with partnerships in engineering and computer science for a richer experience to help people, while building critical thinking skills and being introduced to research opportunities. Our team got to help tell the powerful story of the program at Michigan Tech through interviews, visiting laboratories and classes for b-roll footage, and then compiling the full story for a compelling video for future students.
The Story of Human Factors
The Cognitive & Learning Sciences Department was looking to highlight the Human Factors program at Michigan Tech. After conducting focus groups and interviews, we were led to the HF (Human Factors), IF statements that allow us to highlight elements of the program or career field that align with potential students. We used those elements throughout the video, pulling in relevant interviews and overlaying hands-on b-roll footage experienced in labs through the program. With endless options in career fields and small class sizes, the Human Factors program has a lot to offer and now that can be shared on social channels to promote to future Michigan Tech students.
