ASU UC Redesign

Challenge

an ocean of brands

Arizona State University has a powerful, unified brand—but beneath that, it’s a vast ecosystem of colleges, departments, and service units, each with its own identity struggles. Years ago, renowned designer Bruce Mau helped clean up ASU’s chaotic branding, eliminating inconsistent logos and rogue design systems. While this created much-needed cohesion, individual units still grappled with how to differentiate themselves within the university’s dominant visual identity.

At University College, which provides exploratory programs and student support services, this challenge was even greater. Unlike traditional academic colleges, we weren’t a "destination"—we were a network of services, initiatives, and resources.

Our first principle is Learners First. Instead of standing out, we focused on functionality and authenticity. We needed to create a design system that inspired and empowered students, meeting them where they were, and empowering them to meet their goals.

Strategy

function-driven identity around exploration

Rather than focusing on differentiation for its own sake, we leaned into what students actually experience: to them, ASU is ASU. Individual colleges and service units blur together. Instead of fighting that reality, our branding needed to be clear, engaging, and purpose-driven.

1. Messaging Strategy: We used an irreverent, casual tone—momentarily breaking the fourth wall to engage students with authenticity. Messaging wasn’t just informative; it was designed to provoke thought, spark curiosity, and inspire action.

2. Visual Philosophy: Our design language embraced a spectrum from conceptual to real. Vector-based iconography, abstract elements, and real student photography were combined using a paper-cut, scrapbook-inspired aesthetic. This fusion reflected our mission—helping students transition from exploration to tangible action.

Execution:

brand design with a small team

With our strategic foundation in place, we executed the rebrand through:

1. A Comprehensive Design System: A flexible, scalable identity built within ASU’s existing brand ecosystem.

2. Updated Marketing & Communications: A full overhaul of digital, print, and environmental design materials.

3. Cross-Departmental Alignment: Ensuring consistency across University College’s various initiatives and service teams.

A separate design system was. used to create spaces for American Indian students at ASU’s four metropolitan campuses, made in collaboration with the Indigenous Design Collective.

Impact

impact: a cohesive, empowering identity

• ✔ Stronger student engagement with clearer, more inviting messaging. Our design work supported the redesign of service architecture, increased retention and rankings, and higher volmes of students served.

• ✔ Cohesive, future-forward storytelling, increasing credibility and alignment, winning millions in grant funding.

• ✔ Increased adoption—the design system was embraced across University College’s initiatives.

• ✔ Cultural shift toward collaboration—departments moved away from territorial branding in favor of a shared identity.

The redesign wasn’t a layer of paint. It was a critical part of the college’s wider redesign of itself, keeping students at the center—and ensuring that every touchpoint with our brand was one that guided, inspired, and empowered.