University of California

This work was completed with the team at the University of California, Office of the President in Oakland, California.

Amid a sharp 51% decline in state funding over 19 years, the University of California faced a critical need to refresh its brand. The systemwide seal had become an underutilized symbol, and the UC identity lacked cohesion and impact, undermining efforts to communicate its value and secure essential funding.

The rebranding strategy centered on revitalizing the UC systemwide seal to restore its prestige and authority, coupled with crafting a unified, compelling visual ecosystem. This transformation aimed to articulate UC's rich narrative and showcase its remarkable achievements in a powerful and authentic way.

The rebranding initiative revitalized UC’s image, encouraging action on behalf of an institution that claims two million living alumni, creates five inventions a day, generates $32.8 billion for the California economy alone, and is an engine for social mobility: 41% of undergraduates are the first in their family to go to college. The visual system lives on over a decade later, enhancing public perception and improving UC’s ability to attract support and funding.