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, pathways, and resources. Our brand wasn’t about standing out—it was about functionality. We needed to create a sub-brand that inspired and empowered students while reinforcing our role within ASU’s broader identity.
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.
3. Unified Symbol System: To avoid reinforcing silos, we developed a modular set of brand symbols, all housed in square-based grids. These symbols weren’t tied to specific departments but to themes that defined our work—Innovation, Scale, Work + Learn, Community, Personalization, Equity, and Data. This ensured a cohesive visual system that supported collaboration rather than fragmentation.
Execution:
brand design with a small team
With our strategic foundation in place, we executed the rebrand through:
📌 A Comprehensive Design System: A flexible, scalable identity built within ASU’s existing brand ecosystem.
📌 Updated Marketing & Communications: A full overhaul of digital, print, and environmental design materials.
📌 Cross-Departmental Alignment: Ensuring consistency across University College’s various initiatives and service teams.
(👉 Insert images of logo system, collateral, web mockups, or real-world applications here.)
Impact
impact: a cohesive, empowering identity
✔ Stronger student engagement with clearer, more inviting messaging.
✔ Seamless integration within ASU’s broader brand, ensuring credibility and alignment.
✔ Increased adoption—the design system was embraced across University College’s initiatives, creating consistency in how we present our mission.
✔ Cultural shift toward collaboration—departments moved away from territorial branding in favor of a shared identity.
This rebrand wasn’t about making University College look different. It was about making it work better for students—and ensuring that every touchpoint with our brand was one that guided, inspired, and empowered.
