CASE STUDIES
SURGE INSTITUTE
Developing a new look & feel.
As Surge Institute entered a period of rapid national growth, I led a full-scale brand redesign to align its identity with its expanding reach and impact. This work spanned research, strategy, creative direction, and execution. It resulted in a cohesive, scalable brand system that strengthened both internal alignment and external visibility.
the challenge
In 2022, Surge Institute was growing into multiple cities while deepening its impact as a leadership development organization for leaders of color in education. However, the brand had not kept pace. Perception varied across markets, messaging lacked consistency, and the visual identity didn’t fully reflect the organization’s scale or ambition. To support continued growth, Surge needed a unified, scalable brand that could align internal teams and resonate externally.
the process
I led a comprehensive brand redesign grounded in research, strategy, and collaboration. The work began with a deep discovery phase, including a SWOT analysis, focus groups, and stakeholder interviews across staff, fellows, and partners. These insights clarified how the brand was being experienced and where it needed to evolve.
From there, I partnered with an external design firm, guiding creative exploration while ensuring all directions were rooted in research and aligned with Surge’s mission. Using these findings, I developed a new brand vision and positioning, along with a detailed style guide to drive consistency across markets.
I then led execution across the organization—overseeing the development of a new logo system and sub-brands, a redesigned website, updated marketing collateral, branded swag, and the launch of an online store. Before going public, I conducted an internal “road show” to present the new brand across teams and build alignment and adoption. The external rollout followed, supported by video content, an e-communications strategy, and a coordinated social media campaign.
the learnings
This process reinforced that strong brands are built as much internally as they are externally. Early and intentional stakeholder engagement was critical, not only for gathering insight but for creating ownership across the organization. I also saw the importance of building systems, not just assets; a clear style guide and brand framework enabled consistency across multiple cities and teams. Finally, aligning strategy and storytelling ensured that the brand was not only visually compelling but also deeply connected to Surge’s mission and growth goals.
the outcome
The result was a unified, modern brand system that positioned Surge Institute for its next phase of growth. The organization gained greater clarity and consistency across markets, stronger internal alignment, and an elevated external presence. More than a redesign, the work established a scalable foundation—empowering teams to communicate more effectively and supporting Surge’s continued expansion and impact nationwide.
The power of the personal journey.
