The College of Human Sciences at Florida State University had a serious image crisis. Neither the Staff nor the students fully understood what Human Sciences meant. That’s a problem if they are to recruit undergraduate and graduate students into their program. To complicate the matter, under the College of Human Sciences were three distinct departments all with their own identity. In whole, the entire program was fragmented and undefined. We pulled the College apart and put it back together giving each department definition and meaning. We formed what the College represented and created a brand voice to give them identity and purpose.