Project overview

When the campus Lower Sproul Renovation Project RFP was approved, I was brought on as the Director of Marketing to establish the brand for a highly anticipated student facility at UC Berkeley. As construction began in the heart of Lower Sproul, I assembled an award-winning design team to spearhead one of the most significant branding campaigns in Cal’s history.

Our creative team engaged the campus community through discussions and surveys to understand the type of facility students desired most. We developed a set of brand pillars that guided the creation of a vibrant new identity. With the launch of this comprehensive brand and visual identity system, we aimed to preserve the values deeply rooted in Cal’s rich history. This new brand not only reinforced our credibility with key audiences but also set us apart in the dynamic environment of UC Berkeley.

Contributors

Joel Felix: Sr. Graphic Designer
Karina Kotval: UX/UI Design
Amanda Blauvelt: Design & Social Media
Tiffany Dreyer: Dir. of Marketing/Art Director

Project Scope

• Facility, department, and ASUC organization logo series
• Food vendor & storefront branding
• Brand guidelines & message framework
• Misc. event collateral, print items, swag
• Interior/exterior facility branding
• Social media & digital assets
• Teaser video & logo reveal video series
• Grand opening video & supporting event collateral