One of the most vibrant colleges in the US, UCLA encompasses world-class arts, humanities, science and medical programs and breakthroughs. Without a centralized communications system, this strength is unclear to the outside world, perception is diminished and this ultimately effects student and alumni affiliation.
Many Universities have identities that were designed for a pre-digital era. Although Academic institutions often reject the notion of being a brand, the fact is that creating an identity system for all academic, administrative and operational divisions across all applications and media ranging from campus signage to recruitment campaigns is one of the most complex challenges a branding agency can embark upon. This rigorous project conducted with UCLA University Communications department resulted in an extensive identity system and standard guidelines that have reframed the way UCLA presents itself on campus and beyond.