While its “IT” acronym communicated its identity in 1935 when the school was founded, times had changed. People came to think “IT” stood for Information Technology—with a focus on technical support—rather than science, mathematics, engineering and other related disciplines.
This disconnect presented a challenge, and after brand research, a new name emerged: the College of Science and Engineering.
Along with the simple name change came a complicated task of orchestrating the transition on functional and emotional levels. The scope of the change was vast and included everything—signage, online content, registration materials and a new acronym. More importantly, every constituent needed to understand the change and embrace it.
To win over faculty, students, recruiting staff and corporate business partners, Risdall facilitated conversations. These conversations led to clarification of the vision and goals of the college and a strategic communications plan.