Higher Learning Commission
Welcome to a new side of accreditation.
CHALLENGE
Regional accreditor Higher Learning Commission (HLC) is committed to supporting its member institutions as they navigate unprecedented disruption in higher education. Yet, in a traditionally commoditized space, HLC was looking to stand out and clarify the distinct value they offer.
SOLUTION
We saw an opportunity for HLC to reframe the role of accreditors — moving away from the industry-standard approach and real focus on partnership and agility. We rebranded the organization and crafted a new story to help reinforce its value among existing members and demonstrate its impact to new ones.
HLC is all-in on continuous improvement. So, to identify the organization's strengths and opportunity areas, we went straight to the source: the members. After dozens of interviews with college and university presidents — exploring their relationship with HLC and how they see the accreditor role evolving with the industry — we uncovered HLC's unique value proposition.
We reimagined HLC's iconic leaf logo and activated it, bringing ideas like partnership and collaboration forward. The logo served as the foundation for a new iconography system.
We brought warmth and energy to the brand expression with a more conversational voice and dialed-up palette. Overall, this look and feel works to convey the idea that HLC is on the forefront of evolving learning dynamics and championing both institution and student success.
And we're live! The evolved web presence served as the launchpad for HLC's new brand expression and value-driven storytelling.