Brand Stewardship at VMI
I’ve shaped campaigns that honor history while speaking to the moment, from VMI’s “Don’t Do Ordinary” to digital storytelling that reached global audiences at Northrop Grumman. My approach weaves creativity with consistency, ensuring brand voice resonates across print, digital, and human interactions alike.
When tradition runs deep, transformation requires both courage and care.
I led a comprehensive brand reimagining—updating, expanding, and codifying the Institute’s identity across the Corps, Foundation, Alumni Agencies, and NCAA athletics.
The result was a unified, future-facing brand that still honors its heritage while connecting authentically with today’s students, families, and alumni.
The Challenge
VMI’s identity was steeped in legacy, but its messaging lagged behind—fragmented, defensive, and disconnected from what prospective cadets were seeking. Enrollment and retention goals, as well as diversity initiatives, required a bold reframe: a brand that could sustain tradition while telling a more dynamic, inclusive, and forward-looking story.
I led VMI’s most significant brand transformation in decades, serving as architect and steward of a refreshed identity that reached every corner of the Institute.
Shaped the concept, positioning, and narrative for the new brand, ensuring it reflected both tradition and modern relevance.
Directed a comprehensive rebrand spanning recruitment, advancement, alumni relations, and athletics—unifying messages across audiences.
Built governance systems and toolkits to secure consistency and sustainability across VMI and its affiliated agencies.
Integrated NCAA athletics branding with institutional storytelling to present a cohesive public presence.
The impact:
Unified adoption of the brand across the Institute, Foundation, Alumni Agencies, and Athletics.
19% increase in applications from women and measurable gains in applicant diversity.
Lower cadet attrition, demonstrating alignment between brand promise and lived experience.
Stronger alumni and family pride, driven by authentic, transparent narratives.
A Campaign that Became a Cornerstone
The campaign centerpiece, Don’t Do Ordinary, became more than a slogan—it is a call to action.
And remains VMI’s cornerstone identity, still in use years later.
Advancement Impact
The new identity didn’t only transform recruitment—it became a foundation for philanthropy.
The same message that inspired prospective cadets also inspired alumni, parents, and friends to invest in VMI’s future.
Adopted by the VMI Foundation and Alumni Agencies, the campaign’s storytelling and governance fueled An Uncommon Purpose: A Glorious Past, A Brilliant Future, the Institute’s largest-ever capital campaign.
$323.6 million raised from 15,244 donors, surpassing the original $225 million goal by more than 33%.
Established a unified voice that scaled across donor communications, alumni engagement, and fundraising events.
Provided Advancement with the creative framework and assets to tell VMI’s story consistently and persuasively.
Brands endure by balancing tradition with transformation.
At VMI, I crafted a story that was bold enough to attract new cadets, inclusive enough to reflect today’s Corps, and authentic enough to be adobpted by alumni, parents, and the Institute itself.