Case Study: Northern Michigan University achieves a cohesive visual rebrand and streamlined photo library management with PhotoShelter for Brands

How NMU’s Centralized Photo Library Supported the University’s Visual Rebrand

Northern Michigan University undertook a visual rebrand to modernize academic and athletic logos and better communicate the school’s values to prospective students. With a large, distributed set of stakeholders and a need to roll out photos, videos and new logo assets quickly and consistently, NMU faced challenges around asset access, production limitations of the old marks, and coordinating a highly visual launch.

NMU centralized its visual media in a cloud-based Libris library managed by photographer/videographer Josh LeClair, so departments and designers could self-serve approved photos and launch materials. The team promoted the new identity with a high-engagement video and social campaign — the launch video earned 143,000+ views and reached 431,000 people — while streamlining internal workflows, boosting on-brand visual storytelling, and driving community conversation and recognition.

Northern Michigan University

Josh LeClair

Northern Michigan University