The Transformative Internships & Engagement (TIE) Hub identity was built around the idea of balance, balancing structure with flexibility, individuality with community, and personal growth with collective impact. My role focused on developing a visual identity that could communicate these layered ideas in a way that felt thoughtful, contemporary, and grounded in the program’s mission.

Through stakeholder collaboration, research, and strategic exploration, I developed a refined identity system centered on connection and movement. The logomark was inspired in part by Celtic design traditions, particularly the use of interwoven forms to symbolize unity, continuity, and relationships between individuals and communities. Rather than creating a static institutional mark, the goal was to design something that visually reflected transformation through interaction, where separate forms rely on one another to create a stronger whole.

A key challenge of the project was finding the right balance between professionalism and approachability. The identity needed to feel credible within a university environment while still representing curiosity, experimentation, and student-driven growth.