Work / Sonoran University Case Study
The most biologically-diverse desert in the world?
Sounds like the perfect place to tap into the power of nature.
Sonoran University —
Sonoran University came to us with an interesting challenge. Since its inception in 1992, this Arizona based college of naturopathic medicine was known as SCNM, or The Southwestern College of Naturopathic Medicine. Over time the college had grown and added programs that were still based in the healing power of nature but fell outside of naturopathic medicine—most notably a College of Nutrition. To overcome this, they decided to drop the word college, become a university and completely rebrand.
Brand Identity
We started with a new name, Sonoran University of Health Sciences. The name reflects the new larger offering of natural health-based degrees, and also reflects the local region where the school sits—the Sonoran Desert that is rich in flora and fauna, many used in natural medicine.
Once the name was chosen, we set out to create and launch the brand. Two by Four was responsible for creating an entirely new positioning and messaging structure as well as a new visual and brand identity based on the new name.
The goal of the design was to retain hints of the SCNM brand (i.e. the leaf in the logo), while feeling more modern. We also launched awareness campaign in late August 2022, which is still running and has surpassed all key metrics.
