Client, Year

ABET, 2015 - Present

Services

Logo
Identity Development
Brand Guidelines
Branded Environments
Architectural Signage
Stationery
Annual Report
Website
Motion Graphics
Brand Applications

Awards / Press

Photography

URL

ABET

Creating momentum for a future-forward brand

ABET sets the global standard for accrediting college and university STEM disciplines. A different way to think about it: the people who build our bridges, airplanes, computer infrastructures, and space stations earn their degrees from ABET-accredited programs. To help ABET better communicate its essential, if often unseen, role in higher ed, Ashton created a full rebrand, ranging from a new logo to headquarter supergraphics, that made visible ABET’s significance in shaping the world’s future. 

The new ABET identity distilled the non-profit’s intellectual strengths into deceptively simple, yet strikingly bold, images and statements.

The tagline, “Be Confident,” speaks to multiple audiences: the global community of evaluators, who make ABET’s work possible; the educational institutions, which value and trust ABET’s work; and the public, whose ultimate good depends on these programs to be safe, useful, and innovative. 

As the ABET team, many of whom are volunteers, is critical to mission success, we wanted them to feel a sense of ownership over their new brand.  The above video, played at an internal launch party, introduced the new brand’s values, colors, imagery, and logo for the first time.

“It has been an amazing project and we were lucky to have found Ashton. Funny thing is that we did all this research to find them literally around the corner from us.”

Danielle Duran Baron
Senior Director, Global Communications and Marketing, ABET

We reimagined ABET’s annual report for a digital audience. Visual cues from the web experience guide the viewer through the report.

Stories of ABET volunteers are woven throughout the text to strategically emphasize their crucial contributions to the organization and give a human face to the report’s data. 

The ABET office was revamped to match the bold and confident rebrand.

Placemaking details were thoughtfully designed to highlight brand moments in the space, such as the Be Confident wall and the donor wall.

In addition, the Global Impact map was created to be a dynamic piece that expands as ABET accreditation reaches new countries.

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