Cal State LA was looking for a way to tell its rich, multicultural, infinitely complex story in a meaningful and memorable way. A story that would unify 28,000 undergrads and flex everything to help students achieve their goal of graduating, grow both campuses and develop a unified message.
We started by rethinking the university brand experience and the way people wanted to talk about the university. A cross platform approach was set forth to realize our vision. Taking what we learned, we developed a comprehensive style guide laying out the framework for the university, highlighting the culture, history and opportunities for which Cal State LA was known.