UCSF Rebrand

The timing was perfect for UCSF's last rebrand. All they needed was an update to their circa 1979 logo design and a pivot on their policy of letting 1,000 flowers bloom in regards to the logo’s expression across the organization.

On paper, the assignment was to develop a new brand. But the objective was to provide a brand system that would grow with the organization and maintain consistency throughout this growth while being self-managed by hundreds of different people. Almost 10 years on, the brand portal is an open-source guidebook for the brand to maintain its fidelity and consistency.

Without making changes to the organization itself which was immense: The Hospitals, the University and it's Colleges and Support Groups, the Research Arm, and it's entities we worked collaboratively with the Office of Communications on a development strategy that would ensure momentum and execution within a year's time. Solutions included:

- Updated Brand Logo and Visual Language
• Brand Architecture
- Interactive Brand Guidelines with downloadable assets and templates for full enterprise adoption
• Rule set and guidance for successful application of the brand look and feel
- Deliverables for launch
• Photography
• Out of Home Campaign
• Vehicle wraps
• Building Signage