FC Tech Rebrand

The Benjamin Franklin Cummings Institute of Technology, a technical college founded in Boston, asked Proverb to refresh their brand as they enter an exciting new chapter in the school’s history. From their impending move to Nubian Square, to new leadership and future-forward curriculums, to a $12.5M gift from the Cummings Foundation, it was clear that the brand needed to be reflective of not only who they are, but where they're going.

My role    |     Creative Direction     

The Brand Transformation

Franklin Cummings Tech’s logo leverages and builds on the existing brand equity of the institution. It takes foundational pieces of the former brand and elevates them by giving them a new meaning. The abstract representation of a kite ties to the historical legacy, while the center is representative of a star or spark of a new beginning and bright future. Much like Franklin Cummings Tech’s community, this composition is composed of pieces coming together to create something beautiful, revering a meaningful past while working towards a bright future.

Put Your Best Future Forward

Targeting those traditionally underrepresented and underserved in higher education, we created a new messaging strategy rooted in the belief that the school provides higher education with lower obstacles. The messaging is reflected in the school’s new tagline, “Put Your Best Future Forward.”

Brand Application

We also reintroduced the school as Franklin Cummings Tech—a colloquial shorthand that represents the addition of Cummings to the name, while elevating their identity as a historical technical institution. Proverb’s strategy and design were key in expressing this brand new day for Franklin Cummings Tech.

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