Raising a corporate identity to new heights.

The Situation

Great Lakes Higher Education Corporation came to LSB as an organization in transition. In 2018, this nonprofit, B2B enterprise made the decision to divest some of its business. As part of this restructure, they renamed the organization “Ascendium.” With a new name and brand portfolio that needed meaningful structure, the team at LSB was tasked with establishing a brand positioning, architecture and identity that would completely reposition and rebrand.

The Solution

LSB’s Jumpstart process helped crystalize Ascendium’s brand purpose. From a design perspective, the first order of business was to translate the new name and positioning into a visual identity. We moved the logo to a more contemporary look and developed a subtle icon dubbed “the rocket” to accent the word mark. This subtle but significant design element supports the idea that the brand exists to help people rise to new heights.