Southeast Missouri State University

Southeast Missouri State University, SEMO, is located in Cape Girardeau, MO and has ~10,000 undergraduate students. They have an amazing campus, but they had a bit of an identity crisis. They weren’t sure where they stood in the terrain of Missouri higher ed options. They wanted to have a unifying rally cry around their image and increase first-choice students.

Working closely with copywriters and strategists, we really pinned down what makes SEMO truly unique: and it was what we came to call their “will to do.” When you really sat down and talked to the students and campus community at SEMO it became clear that there was a consistent energy of intrinsic work ethic. So pulling from this knowledge I collaborated with another designer to create a viewbook and brand system that used a bold hierarchy treatment to lift SEMO success stories and high impact stats. This encouraged students to feel confident that SEMO was going to help them succeed in their dreams and work as hard as they do.

Brand Evolution
Brand Guidelines


Project completed at Ologie



With the roll-out of “Will to Do,” Southeast achieved one of its highest retention rates in school history — that’s a total enrollment of about 12,000 students. The university also saw a record class of students coming directly from high school, representing a growing shift toward more first-choice students.

74% rate
of retention

9% increase
in incoming class