Morehead-Cain

Rebrand & Website

Morehead-Cain is the oldest merit-based undergraduate award in America. Founded at the University of North Carolina at Chapel Hill, the scholarship program is known for its Summer Enrichment Program that gives students the ability to immerse themselves in civic, entrepreneurial and environmental studies.

The ask

A comprehensive rebrand that will modernize the organization and highlight its emphasis on adventure and civic responsibility.

My Role: Art Direction / Creative Direction / Branding / Website Design

Original Morehead seal

Built in 1897, the Old Well is synonymous with the university. There's even a tradition where students will drink from the well on the first day of classes for good luck.

The website was outdated and wasn't serving the needs of the organization.

Getting started

After consulting with the team at Morehead-Cain and combing through the existing brand and its history, I got to work on concepting new logo options.

Some initial pencil sketches. I wanted to capture the spirit of adventure while also nodding to the history of the scholarship.

A handful of the higher-fidelity logo comps and color palettes.

Typeface exploration

Getting closer to the finished logo.

Blue, blue and blue. Decision time.

The winner

After many iterations, deliberations and a few consternations, we landed on the winning logo! The new logo mark keeps the sophistication through the use of the serif typeface, while the simplified representation of the Old Well serves to visually connect the scholarship to UNC.