UMN Bakken Center

Introduction

As the sole designer at UMN’s Bakken Center for Spirituality and Healing, I spent two years shaping its visual identity and strengthening its brand. Working alongside two student designers, I developed branding for outreach programs, social media, and print materials, balancing a distinct departmental identity with the university’s broader design system.

Introduction

Challenges

Challenges

The Center had no unified brand: inconsistent colors, mismatched fonts, and disconnected materials across programs. The lack of unity made it difficult for the Center's main audiences to look for/attend future programming.

To address this challenge, I developed a flexible design system that gave each of the Center’s three audiences a distinct yet cohesive visual language: illustrative and playful for students, candid and photography-driven for community outreach, and decluttered and textural for health professionals.

Final thoughts

Final thoughts

Reception from stakeholders and outreach audiences was strong, and social engagement grew noticeably more consistent.

Beyond the success of the visual system, the experience strengthened my proficiency in digital accessibility while mentoring student designers sharpened my communication and leadership skills.

Next projects.

All projects

(2016-25©)

WELCH'S

2024

WELCH'S

2024

30th ANNIVERSARY BAKKEN CENTER

2025

30th ANNIVERSARY BAKKEN CENTER

2025

2026© SHMU Studio

Let’s talk.

Let's talk about your brand,
whether you need a full visual identity, social content strategy, or a system that scales.

Collaborative Process

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clear Communication

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.

Let’s talk.

Let's talk about your brand, whether you need a full visual identity, social content strategy, or a system that scales.

Co-Creation

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clarity

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.

Let’s talk.

Let's talk about your brand, whether you need a full visual identity, social content strategy, or a system that scales.

Co-Creation

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clarity

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.