Harvard GSD Alumni Council
THE ASK
The Alumni Council needed a clear, flexible brand guide that could support a diverse group of alumni leaders working across disciplines, regions, and platforms. The system needed to balance institutional rigour with warmth, accommodate variable use cases, and integrate seamlessly with existing GSD branding standards.
THE RESPONSE
We developed a brand framework centered on clarity, consistency, and adaptability. This included defining voice and tone guidelines, visual principles, a variable logo concept rooted in GSD tradition, and clear direction for collateral and applications. The result is a system that empowers Council members to communicate confidently while maintaining alignment with the School’s identity and values.
IMPACT
Established a unified voice and visual system adopted across Alumni Council communications, reducing ad hoc design decisions and increasing alignment with GSD identity standards.
Enabled Council members and committees to produce communications more efficiently, shortening review cycles and reducing reliance on one-off approvals.
Created clear governance around brand usage, approvals, and variable logo applications, minimizing misuse and confusion while protecting institutional integrity.
Supported more confident, cohesive outreach to alumni across regions and disciplines, contributing to higher-quality participation in events, meetings, and Council initiatives.
Delivered a framework designed to support future cohorts, initiatives, and collateral—ensuring continuity beyond individual Council terms.
CREDITS
GSD Alumni Council Branding: Atelier Oluwatosin
Atelier Oluwatosin Team: Tosin O Hoskins
Harvard GSD Alumni Council Communications Committee: Tosin O Hoskins, Estello Raganit, Edward Joseph Lamson, Hunter Tura, Mari Balestrazzi, Riki Nishimura, Stephanie Lloyd, Francisco Brown
Harvard GSD Branding: Chad Kloepfer
Harvard GSD Team: Mila Cuda, Lindsey Grant LaGrasse
Custom Font Design: Dinamo Typefaces