Annette Caldwell Simmons School of Education + Human Development at SMU

Changing Minds Campaign

• Concept + Tagline Development

• Strategy

• Design + Illustration

• Brand + Creative Direction

• Copywriting

• Firm: MasonBaronet

Southern Methodist University is a private institution with many distinct schools, each with its own identity both inside and outside the academic community. The Annette Caldwell Simmons School of Education & Human Development came to MasonBaronet, struggling to define itself and its message in light of its diverse programs and varied audiences.

After MasonBaronet's trademarked branding process, we were able to sum up the school's message and mission succinctly — revealing a simple truth: Simmons is in the business of “Changing Minds.” Whether through education, human development, applied physiology or lifelong learning, its purpose is to revolutionize the way we teach and lead.

“Changing Minds” became a university-wide campaign that defined the Simmons School, spanning the campus, website, and other media aimed at prospective students, donors and faculty.

Note: Archived graphics were hi-res yesterday (2014), lo-res today.