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Stanford GSB Course Materials Emphasize Collaboration and Empowerment

FPCS worked with Stanford University GSB to a design a brand identity and course materials “POWer: Building the Entrepreneurial Spirit from the Perspective of Women” part of their Startup Garage series.

Student Doctor Network

Stanford University Graduate School of Business offers a startup education series focused on the unique challenges of women and entrepreneurship.

Palo Alto, CA

  • Services
  • Research
  • Brand Identity
  • Design

The Challenge

Since the early 1990’s Stanford University GSB has offered a series of courses about women and entrepreneurship as part of their Startup Garage series. For the 2018 Winter Quarter, the course was entitled: “POWer: Building the Entrepreneurial Spirit from the Perspective of Women.” Stanford GSB needed a brand identity, presentation deck and set of print materials to set the course apart.

Key Insights

Stanford University GSB engaged Flower Press Creative Studio to design a brand identity and set of materials. We interviewed key stakeholders and came away with this key insight: Product Insight:

The brand identity needed to be clean, eye-catching, and marry well with the Stanford GSB colors. Stakeholders were interested in capturing concepts of growth, collaboration, and inclusion. The printed materials needed flexible so that students could collect information throughout the course.

The Solution

This insight heavily influenced our design direction. To create the brand identity we looked first at concepts of inclusion. Simple shapes such as circles and conversation bubbles came to mind.


Several rounds of design and revision led to the final logo treatment as follows:


Additionally, we were tasked with coming up with a set of icons to be used in the materials to communicate traits needed by successful entrepreneurs. Communication, values, courage, action, and people were among those requested.


Print materials needed to be flexible, easy to print and manage. We devised a simple solution using half sheets of 8.5x11 paper, and readily-available binder rings.


Designing the cover artwork for the print materials allowed us the opportunity to include symbols of conversation and inclusion from our early sketching round. We created background artwork, with the logo floating over the top, as follows:


Icons were used throughout the booklet.


The final result was flexible and easy-to-use.


The brand identity and graphics were also used for the class slide deck. The result was a successful set of materials which set the course apart.