University of California

University of California

Work created as part of an ambitious, multi-year communication program to raise awareness of the University of California as a vital cultural and economic force in the U.S. and the world.

Based on the Boldly Californian brand platform, this work involved a new visual identity, the redesign of major web properties of the University of California, a new extensive library of up-to-date photography, and several multichannel marketing campaigns and microsites.

Created between 2009 and 2015 at the University of California, Office of the President


The concept behind the new visual identity consisted of creating a modern visual system out of the elements of the historic University of California seal — the book, the light rays and the motto of the university “Let there be light.”

The monogram

The newly created University of California monogram consisted of a letter U, shaped to allude to the book present in the university seal, and a gradient forming the letter C — referencing light rays and the motto of the university.

Let there be light

A pattern created out of a stacked, abstracted “Let there be light” wordmark.

The wordmark

The new University of California wordmark with the preposition OF on a separate line and set in the same font and size as the two other words was a typographic renunciation of the traditional way of typesetting the names of Higher Ed institutions, underlining the boldly Californian mandate of this new visual identity.

Systemwide website

The new systemwide website utilizing the newly introduced brand elements.

Power of Public Campaign

A website and an advertising campaign to raise awareness of the impact of UC's research on food production in California. The website included a module that allowed users to share photo collages created out of images of produce on Facebook. As part of the social media strategy, collages reflecting trending topics on Twitter were used to draw attention to the campaign.

Other modules on the site highlight the richness of UC’s art and library collections and showcase the amazing locations where UC employees work and create groundbreaking scientific research.

Onward California

Part of the Onward California campaign, this truck travelled around California covered with the new UC monogram, promoting and celebrating the achievements of the University.

A section from the Onward California campaign website. This site received recognition from How Design Annual and UCDA.

Photo library

As part of the effort to more effectively communicate about the accomplishments of the university, a new photo library consisting of hundreds of images showcasing the vibrancy and richness of intellectual and cultural life at the University of California has been created over the course of several years. Working alongside the photographer Elena Zhukova, and the Creative Director Vanessa Corrêa, I art-directed numerous photo shoots across UC campuses, labs, and other UC locations.


Over the course of this program, I had the opportunity to create a variety of technically innovative microsites covering topics ranging from the importance of undergraduate research to the role that UC plays in fostering new startups in California. These sites received numerous industry awards for their design and approach to storytelling.