When Jennifer Shike began working as assistant director of communications and marketing for ACES in 2012, many departments had no materials to promote themselves to prospective students, and ACES lacked a visual identity and core messages. Jennifer held branding exercises, coordinated and consulted with Public Affairs, identified a primary branding message and met with administrators to create a process for units to tell their stories using ACES’ personality, which is innovative, reputable, community oriented, collaborative and visionary.