When Indiana University of Pennsylvania rolled out a new brand identity, I designed the Brand Book used to introduce and guide that transition across the entire campus community. The book captured the IUP Brand Essence, an internal framework defining the role the university plays in people's lives, and gave faculty and staff a clear, visual reference for understanding and applying the new look and feel consistently. It was distributed to a community of over 10,000 and served as the foundation for everything that followed.