George Williams College is an Aurora University campus located in Williams Bay, Wisconsin. It offers areas of study that are unique to its location, thus necessitating a distinct brand. Development of a new logo and identity drew upon the institution's aesthetics, while remaining relative to the Aurora University brand. The new identity was launched in 2014 and distinguishes GWC from surrounding colleges through graphic and vivid design in print, digital, and environmental realms. The institutional materials were redesigned to follow suit and included websites, signage, stationery, video assets, and newsletters.