Goal
Recognizing Benefactors Through Branding
The Angle Center for Entrepreneurship is the cross section of all areas of study at Endicott College. However, by Spring 2022 the separate FUEL club's brand had over powered that of the center and it was time for a new look.
Challenge
"What's Fuel?"
The Endicott entrepreneurship club had been operating under the name FUEL with the tagline of "You have the idea, we provide the fuel." This created issues for recruiting new students. The name FUEL conjured images of gas pumps and said nothing about entrepreneurship.
Strategy
IRobot + Endicott
After completing a brand audit the solution was clear: rebrand! Launch Partners took time to sit down with the Executive Director of the Angle Center for Entrepreneurship as students studying within the Angle Center. Following this process the solution was clear. Launch Partners needed to develop a brand identity that highlighted the center's benefactors IRobot and Ixcela founders Colin and Erika Angle. This new brand would also aim to attract more engineering and computer science students while stranding out from the national entrepreneurship center crowd.
Results
The Angle Center for Entrepreneurship's new look
Launch Partners developed the Angle Center for Entrepreneurship's brand utilizing an Endicott College feel paired with an eye catching brandmark. The final logo borrowed the image of IRobot's Packbot which would feel familiar to Endicott students and faculty since there is a model of one in the School of business lobby. Then the letters E and C for Endicott College were hidden in the treads of the Packbot for an Endicott easter egg. Next a the center's website was reimagined, the old ecfuel.com had no clear path for students to get involved. Therefore in developing theanglecenter.com student involvement was prioritized at all steps through the design. This lead to the development of a "Get Involved" page that housed information about each of the centers events as well as an actionable way for students to join. Upon implementation students and faculty enjoyed the creative approachable feel of the new brand along with the functionality of the new website.
