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
STATE OF LATINO ARIZONA | UNIVERSITY COMMUNITY SERIES
EXCELLENCE | ARIZONA STATE UNIVERSITY
The Excellence campaign was a collaborate effort between my team and the University Provost department. Targeting local high school freshmen, the campaign aimed to increase applications and attendance from local schools by 20%. The outdoor campaign drove readers online to review student images and testimonials about their educational advances and experiences at ASU. Because of its success, the campaign was expanded to cover California and other markets.
ENTREPRENEURSHIP AT ASU
44TH PRESIDENT OF THE UNITED STATES | STADIUM DESIGN | SUN DEVIL STADIUM
From measuring the entire stadium to concept and completion, the project was constructed in 3 weeks, cutting vendor production costs by 75%.
ARTS & CULTURE | CALENDAR OF EVENTS
LOCAL SOLUTIONS GLOBAL IMPACT
The first Online Annual Report for Arizona State.