Birmingham Young University’s Wheatley Institute (formerly The Jack and Mary Lois Wheatley Institution) reached out to BitterSweet to tighten and unify an existing but inconsistent brand identity. We created a new logo, bridging the gap between legacy and modernity, and distilled the new look and feel into a flexible system of colors, typefaces, and assets appropriate for digital and printed media.

Inspired by Utah’s state tree, the quaking aspen, and the legacy of Jack Wheatley— known to some as the “tree man” because thousands of trees have been planted on campus in the past thirty years, thanks in large part to the Wheatleys—we designed a dignified yet flexible system of assets to be integrated with university and partner logos and remixed across swag, signage, and media.