Phytel University is the educational branch under the software solutions firm, Phytel, Inc. Though the parent brand emphasizes sharp perspective, we wanted the university to convey education as a fluid transition.

At the time, the brand architecture between parent and university was nonexistent and didn’t convey noticeable hierarchy visually to the average consumer. As the company began to expand, they eventually desired a more pluralistic approach to differentiate their university, enabling it to develop it’s own standalone identity amongst both parent brand and emerging sub brand programs.

Training at Phytel U shared a singular purpose, to equip practicing students with the latest techniques and technology needed to advance their performance in the healthcare field. After gaining further perspective, we defined the meaning of university for them as a representation of the achievement they’ll continue as professionals, receiving cutting-edge education to make a seamless transition from “classroom” to field.

Desiring some resemblance between sub brand and parent brand, we blended the fearless blades from the Phytel cross with a flame shaped ripple of color. We also continued the parent brand’s color palette, shifting emphasis on tertiary colors to become primary and secondary hues. This would activate the same familiarity around the brand, but yet convey the sub brand relationship.

Our work included the design of their print stationery, website landing pages, email and editorial.