Before a student ever steps onto the campus of Palmer College of Chiropractic… before they pick up a spine model or shake their first patient’s hand… they encounter Palmer’s identity. That first impression happens through design, language, color, and countless other details weaving together to form a brand.
But what if a first impression could say more about history, innovation, and the trust Palmer has built over generations? That question sparked a bold, campus-wide effort to reimagine Palmer’s brand from the inside out.
Tumbling down the rabbit hole
It was an effort that went way deeper than logos and taglines.
“This started with reflection,” says Chancellor and CEO Dennis Marchiori, D.C., Ph.D. (`90). “We had to articulate what makes Palmer Palmer. Because our story is powerful — and our future is even more so.”
Reflection fused with research, data, and design to rediscover and refine Palmer’s promise. Brand affinity is a field of study all its own. That was a rabbit hole that College Provost Dan Weinert, D.C., Ph.D. (`96), volunteered to tumble down.
“People spend their lives studying this subject,” says Dr. Weinert. “Working through the literature, what emerged were three consistent drivers of brand affinity: a strong sense of belonging, clearly shared values, and a deep trust in quality. Well, these words resonate immediately for anyone in the Palmer family.”
The three pillars mirror what Palmer College has represented for more than 125 years. The challenge was to translate those timeless ideas into a 21st-century package. That’s when Palmer began building its new brand platform, one that would marry legacy and leadership, philosophy and practice. “Our new brand is not aspirational,” says Dr. Marchiori. “It’s a reflection and amplification of who and what we already are: a College rooted in tradition, fueled by innovation, and defined by a proud community unlike any other.”
So, what is Palmer? It’s a place where students now learn with 3D anatomical software and advanced simulators.
Classrooms are shaped by research-backed pedagogy. Faculty-designed spaces that bring clinical concepts to life. This is a college where students come in as strangers and leave with friends for life.
“We are capturing the unique experience of Palmer students and the unrivaled stature
of our College,” says Dr. Weinert. “Where else can you sit in a classroom where 19th-century bricks surround state-of-the-art digital modeling equipment? Where else can you learn side-by-side with the doctors and researchers who have shaped our profession? The brand speaks to those intangible qualities.”
In practice, the new brand — with a modern and refreshed look — will anchor a comprehensive strategy and appear everywhere from social media posts that grab the attention of prospective students to the magazine read by more than 32,000 Palmer alumni. It’s a unifying expression of what Palmer stands for and how it is positioned to lead the profession into the future.
“Visually, it’s new,” says Dr. Marchiori. “But it’s going to be recognizable for everyone, especially alumni. It’s expressing the growth, success, and position of the Palmer College that they helped build.”
Turning data into strategy
Data, analytics, and artificial intelligence.
What do they all actually mean? How does this technology work behind the scenes? And most importantly, how does it empower us to achieve what matters most: enhancing student success, strengthening our institution, and making a real difference in our community?
At Palmer College, the answer lies in a quiet transformation. One that’s turning raw information into smarter decisions, stronger student support, and a more unified institution. Leading that charge is Mark Wiseley, senior director of information technology and chief information officer, who has spent the past decade evolving data from a technical tool to a strategic asset.
A team led by Wiseley played a critical behind-the-scenes role in shaping Palmer’s new brand identity. “Because of the emphasis the College has put on data, we could provide the brand development team with real, quantitative information on the student experience,” he explains. “That helped ground the brand in what people actually see, feel, and value as part of the Palmer family.”
From enrollment forecasting to construction planning, data now informs decisions big and small across the College. “We’re building a framework that connects technology with business goals, not just technology needs,” he says. “It’s taken a few years, but the College has made a real commitment.”
The time and effort have been well worth it, according to Wiseley. “In the past, our technological focus was more on the day-to-day business of each department,” he says. “We weren’t set up to strategize or understand how to measure and improve the comprehensive student experience. That’s where data has come in.”
With the vision and backing of the Board and administrative leadership, Wiseley has coordinated major steps to integrate technology and data across departments and campuses. He wants the Palmer community to imagine a campus where every department, from admissions to advancement, is seamlessly connected through a centralized system. This integration means information flows effortlessly, empowering staff to collaborate, make faster decisions, and deliver a more personalized experience for every student.
At the heart of this work is a commitment to visibility. “We’re always asking: How can we help departments understand more about what’s happening and why?” he says. “We’re helping them ask better questions and find better answers.” And this is just the beginning. With every new insight, we’re shaping a smarter, more unified Palmer College.
That includes tracking key engagement indicators — such as tutoring, advising, or participation in student life — and looking for patterns that correlate with student success or signal when a student might need additional support. With smart systems in place and privacy safeguards like anonymized data and focused permissions, the College can intervene earlier and more effectively, providing guidance and options for students in critical moments.
Wiseley credits that progress to shared leadership. “Our board, executive team, and departments are more aligned than ever. Everyone understands the value of data, and the importance of working together. That’s what will help us do the very best for our students.”
How do you build a brand?
“With intention,” says Jillian McCleary, senior director of marketing and communications at Palmer College. “We tested every part of the brand to make sure it reflected who we are.”
Palmer Proud asked McCleary to walk through the five key elements that bring a brand to life:
- Visual simplicity. A clean, modern look that allows Palmer’s message to shine. Iconic golds and purples are strengthened by select dashes of coral and teal.
- Bold language. Learn from legends. We don’t just hold the line — we raise the bar. Confident messaging like this doesn’t shy away from stating Palmer’s position in the field.
- Consistent tone. Language that reflects who we are: influential, ambitious, nurturing, and united. “When we say our name is legendary, we’re saying our alumni are legendary,” says McCleary.
- Clear differentiation. Emphasizing what sets Palmer apart: our expert faculty, leading NBCE scores, and iconic campuses.
- Pride in community. Honoring the alumni network and their legacy at Palmer College. “It’s a new look, but alumni should see themselves in every detail,” McCleary says.
Standing out without shouting
Picture it: a bustling college admissions fair. Rows of booths stretch across a convention center floor, each one competing for students’ attention. Hundreds of colleges, thousands of brochures and pieces of swag, and a steady hum of voices asking the same question: “Where do I belong?”
In this sea of choices, how does one college stand out?
For Palmer College, the answer lies in a brand that doesn’t just inform, it resonates. A bold array of colors, clear and direct language, and a confident message combine to ensure that when students encounter Palmer for the first time, they don’t just see a school. They see where they belong.
“We’re in a really competitive landscape right now,” says Erik Sellas, director of admissions in Davenport. “More chiropractic colleges are opening. We must demonstrate what makes us the leader. I tell students, ‘Palmer has been here for over 125 years, but we’re just getting started.’ Our new brand tells that story in a clear, modern, compelling way.”
Sellas has spent seven years guiding prospective students into Palmer programs. He’s seen how the College’s reputation for academic rigor and student outcomes — including a 98 percent board pass rate — sets it apart. “Palmer already delivers on the promise. Now we have a brand that reflects that promise from the first moment a student sees us.”
In Florida, Campus Enrollment Director Jessica Blumenfeld agrees. “We have students visiting from all over the world, and when they step onto campus, they feel the community immediately. They sense that we’re a family,” she says. “Now, our materials match that experience. The brand feels fresh, inviting, and real.”
Blumenfeld was involved early in shaping the rebrand. She watched it grow from mood boards to printed and digital materials now in use. “We aren’t trying to be the loudest in the room. Our history, position, and growth let us speak confidently. That works for students.”
“You can’t fake what makes Palmer unique,” Blumenfeld continues. “The sense of belonging and community is organic. Palmer is a place where students are welcomed, supported, and inspired. Now that comes through, even at first glance.”
The brand is helping the College stay true to its legacy while reaching the next generation. “We’re not just trying to enroll students,” Sellas says. “We’re showing them what’s possible. We’re building a future for chiropractic — and it starts with how we tell our story.”
