With a change in leadership at Arcadia University, the administration sought to communicate its fresh vision by building a new university website. However, the stakeholders realized that they first needed to define a unified institutional brand that supports its business goals through student recruitment, constituent engagement, reputation management, fundraising, and more.We held extensive discovery workshops that uncovered a large amount of valuable—and actionable—insights. We established a brand position to stand out in the competitive landscape and developed a thematic and visual foundation to more effectively communicate the multitude of institutional strengths through key messaging.