REBRANDING ARIZONA STATE

MY ROLE: CREATIVE DIRECTOR

SERVICES: IDENTITY/ DESIGN/ PRINT/ DIGITAL/ PHOTO/ MOTION

INDUSTRY: HIGHER EDUCATION

HERE’S THE STORY: The design is just part of this re-brand project. This narrative is not only about creating a new identification for a huge ASU community but to encourage acceptance and excitement for the new brand.

BACKGROUND: ASU is large. It spreads over Four separate campuses, 17 different colleges, over 250 marketers, and a 70,000+ student body, and clubs.

WHAT STANDS OUT: Pushback over a rebrand is inevitable so I launched “Branding a Community,” a monthly seminar to promote understanding, discussion, and acceptance. To accelerate the learning curve of the new branding standards, I invited the community to submit their work. This generated healthy competition among departments while creating quite the buzz around the community.

WHY I’M PROUD: I had the once-in-a-lifetime opportunity to work alongside world-renowned graphic designer Bruce Mau and his team. We all created an emotive brand of Optimism, from typography to imagery, on three words: Excellence, Access, and Impact.

The brand is still going strong today.

BRANDING A COMMUNITY | ARIZONA STATE UNIVERSITY