The challenge was to capture both sides of Faculty: their pioneering role in pushing AI forward, and their track record of applying it where it matters most. Our strategy brought these qualities together in a single idea – from frontier to frontlines – a concept that bridges pioneering spirit with on-the-ground impact.

At the heart of the new identity is the threshold, a versatile graphic that embodies frontier and frontline. A refined palette and custom typography balance heritage with progress, while a generative tool and editorial-inspired layouts give Faculty the means to create distinct, evolving brand moments. Faculty’s voice completes the picture: profound but practical, bringing authority and accessibility to every touchpoint.

The website became a key expression of the brand, designed to showcase Faculty’s expertise with clarity and authority. Inspired by editorial design, the digital experience blends modern layouts with bold, textured typography. The brand then extended seamlessly across the ecosystem — from internal templates to printed publications.

We built a brand system that gives Faculty a stronger, more defined presence and sets it apart within the category. The identity balances personality and depth to support business growth, creating a consistent yet distinctive brand experience.