Our challenge was to work with board members, alumni, business and community interests, faculty, staff, and students. With such a diverse stakeholder base, agreeing on a vision in a brand name that represents what each value most was a formidable task. Our solution required immersive creative engagement and deep academic research. We worked closely with our leads at IMSA to plan and prepare that research. We designed a series of creative workshops that involved all of their stakeholders. To remain as inclusive as possible, we conducted these workshops at multiple locations.

Curating the artifacts, documentation, and insights we gathered during these workshops was one of the most difficult steps. However, it was absolutely necessary to developing a list of possible names to present to IMSA. We also had to make sure we had criteria we and our stakeholders could use to evaluate the names, in case they wanted to open up the selection process to a larger group.