University of Georgia
Franklin College of Arts & Sciences

Building a brand for UGA’s
cornerstone college.

As the largest and most academically diverse college at the University of Georgia, Franklin College of Arts & Sciences plays a foundational role in the university’s mission. Yet, despite its reach and impact, Franklin lacked a distinct identity due to its large size and the breadth of programming offered in both the arts and sciences.


The college wanted to define a sub-brand that would clarify its value, build recognition and own its place at UGA, among national peers, and strengthen community pride across its expansive network of departments, staff, alums, and students. 

Services

Newly developed Community Mark

The Insight

Franklin College isn’t just a part of UGA. 
It’s the cornerstone.

Nearly every UGA student passes through its classrooms, and its academic depth supports the entire university. The college’s varied majors and programs all supported a similar set of traits among its students, faculty, staff, and alums: curiosity, creativity, ambition, innovation, and a passion for discovery.

Franklin’s broad academic reach, deep bench of disciplines, and thousands of stakeholders were not a branding liability, but its greatest strength. We heard from numerous stakeholders that there wouldn’t be UGA without Franklin College, and it wasn’t owning its rightful place on campus.

The Solution

We leaned into this convergence of art and science, unifying Franklin’s identity around the Franklin Spark: a moment when disciplines, ideas, and people collide to create something entirely new. This spark inspired the creative direction “Undeniably Ambitious”, which fused academic energy with visual elements drawn from instruction manuals and technical illustration.

The result was a brand that felt as multifaceted and forward-thinking as the college itself, giving Franklin’s community a central rallying point for the first time in its history.

Franklin’s internal transformation and long-term brand sustainability were supported by:

  • A strategic brand platform grounded in stakeholder input and organizational assessment
  • Creative development centered on the “Franklin Spark” and “Undeniably Ambitious” concept
  • Close collaboration with UGA’s central marketing team to ensure brand alignment and integration
  • A campus-wide engagement process, including the formation of a Brand Advisory Group and multiple on-site visits
  • Planning and creative support for the January 2025 launch and follow-up rollout events

As the first UGA college to undergo this level of sub-brand development, Franklin’s work sets a model for future institutional branding across the university.

Simpson Scarborough dove deep into our current state and interviewed stakeholders to craft our sub-brand. They were an extension of team and true brand partner.

Anna Stenport, Dean
UGA Franklin College of Arts & Sciences

The Results

The Franklin brand launch was enthusiastically embraced across the college. Community-wide participation, ongoing visibility efforts, and a surge of new branded content have re-energized the college’s internal culture while raising its profile across UGA and beyond.

Franklin’s spark is unmistakable…and it’s only growing brighter.

Since its launch:

  • 250+
    // attendees at the sub-brand launch event
  • 800
    // students reached through February’s Franklin Fest pop-up launch events 
  • 40+
    // new branded templates created for Franklin’s 80+ departments and centers 

See More Work

Like what you see?

Let's Work Together