The Center for Entrepreneurship and Innovation

The Center for Entrepreneurship and Innovation is a resource center located in The Merrick School of Business at The University of Baltimore. The center educates students about entrepreneurship through resources such as mentoring, workshops, counseling, training, and networking events.

The Invisible Resource Center

The center has been operating for a decade; however, CEI is invisible to the entire campus. It is a desolate center. They are hidden from sight and the students are unaware of its existence. The center must overcome this challenge and establish a significant identity to the students and entrepreneurs.

The Entrepreneurial Initiative

The team has researched and observed the center, and we have decided to devise a rebranding and marketing initiative. We will increase the center’s recognition, bring awareness, and stamp an impression to the students. These procedures will overcome their identity challenge and revitalize the center.

The team will design a new logo to capture the essence of the center. Then, we will assemble a brand identity that will include a business card, letterhead, envelope, and social media design to extend the center’s outreach to the UB community. Finally, we will create stationery materials such as flyers, posters, and brochures to promote and bring awareness to the center’s existence.

Plan to Action!

First, the team had to capture the center's personality. CEI was missing a personality within the walls of the center. Therefore, we had to spend some time in the center to discover their characteristics. We had brainstormed some keywords and there were three words that highlighed the center: community, ambitious, and supportive. We believe that these qualities are the essential ingredients of the center and the embodiment of the deep connection between students and the center.

Next, it was time to design the logo. The center operates under the university's style guide, but the team decided to detach the center from the university and serve its own entity. We have started with the acronym of the center’s name, followed by its entirety. The chevron shape is applied behind the name to symbolize the concept of “moving forward”. The rounded corners except the center-left represents the hospitality and friendliness of the center, and the non-rounded corner represents the force of encouragement for students to pursue their entrepreneurial ambitions.

Finally, we have created some print and digital collaterals for the center's brand identity. Surprisingly, the center didn't have a branding package, so the team had to produce the neceessary materials to improve their marketing campaign. We have designed some stationery such as business cards, letterhead, and envelopes. In addition, we have added promotional materials such as brochures, posters, flyers, and banners. Lastly, we have worked on extending their social media presence on Facebook, Twitter, Instagram, and LinkedIn.

The Goal and Beyond

The Center for Entrepreneurship and Innovation is a wonderful community that brings people and ideas together. We will continue to focus our attention on improving the center's identity and extend their exposure to a bigger audience. Whether it is for students and entrepreneurs, CEI is for everyone.

This project has won The Seminar Award for Best Design and Best Execution.