Every brand tells a story, and sometimes, that story deserves a redesign. Suffolk in the Hub’s rebrand isn’t just about a new logo; it’s about growth, creativity, and the evolution of a student-run agency finding its professional voice.
To learn more about the inspiration and process behind this transformation, we asked Alina Gnusareva, Creative Director of SITH’s Marketing Team, who led the design and creative direction for the new look.
1. What inspired the decision to rebrand SITH?
Kimberley Ring had the idea of updating the logo and giving it a more professional look for a long time. The previous logo was created very quickly when Suffolk in the Hub was first founded on campus. Since I’ve always loved exploring new creative challenges in graphic design, even though it’s not my major, I thought it would be a great opportunity to redesign it and give it a fresh, more polished identity.
2. How would you describe the brand’s identity before and after the rebrand?
The previous logo did capture what Suffolk in the Hub stands for, offering innovative marketing and creative services to the Boston community. However, it lacked the visual cohesion and professionalism that reflected how much the organization had grown. The new identity feels more confident, cohesive, and mature, connecting Suffolk’s creative student talent with Boston’s professional landscape.
3. What was the creative vision behind the new logo, colors, and overall aesthetic?
The creative direction focused on highlighting our connection to both Suffolk University and Boston itself. The outlined skyline integrates Suffolk’s main buildings, dormitories, and nearby landmarks, symbolizing how SITH bridges campus life with the city’s professional world. The aesthetic leans toward clean outlines, balanced typography, and a sense of structure that reflects both the academic and creative sides of our brand.
4. What were the main stages of the rebranding process, from concept to execution?
The process began with a meeting between Kimberley Ring and me, where we discussed her ideas for the logo and her vision for SITH’s future. From there, I focused on typography, though we had to stay within Suffolk’s brand guidelines and use Helvetica, which limited flexibility. I created about 30 layout options for Suffolk in the Hub and shared them with Kimberley. After she narrowed it down to a few favorites, I refined those further.
Next, I began developing the visual element. I took photos of Suffolk’s main buildings and nearby structures like Beacon Hill, then used Illustrator to create custom outlines. After experimenting with different arrangements, I ultimately chose the version with the skyline above the text, creating a clean and balanced design.
A New Chapter for SITH
The rebrand marks more than just a visual change, it’s a reflection of growth, confidence, and community. With its fresh new look, Suffolk in the Hub continues to connect student creativity with Boston’s vibrant professional scene, bridging the gap between learning and doing.
