The Moritz College of Law was in need of a new and exciting brand. They wanted their brand to speak to a specific market of young scholars, donors, and alumni yet maintain the sophisticated image that is internationally known. Who is Moritz? Well, they are leaders in teaching, legal scholarship and public service. They are professors and friends; they sit within the second largest university in the United States, yet small and intimate as Moritz is one building within a large campus; they are classmates, colleagues, and friends, but never slang or arrogant; they are clever and witty, but not disingenuous. With this in mind, along with much more information, I took the lead in the design of the new Ohio State University Moritz College of Law brand, set to roll out in 2015.