UC San Diego
Designing a public gateway to a new center of experience, community and inspiration at the University of California.
Brand Identity
Advertising
Community Building
Arts
More than just a theater: Macroscopic views our educational client partners as resources of experience and learning for the greater good. Our role in developing the branding, advertising and community building for UC San Diego’s state-of-the-art performance venue, and their public arts program was driven by these guiding principles. Macroscopic developed a comprehensive brand ecosystem - centered on creating a new engine of cultural experiences on campus, where the amphitheater invites all San Diegans to experience the unique interdisciplinary integration of art and entertainment, research and education that embodies the campus culture.
Approach
Working closely with the public arts program at the university Macroscopic approached the challenge as more than branding for a facility alone. This was an opportunity to introduce to the public a new kind of vital cultural hub. Designed with public access in mind, we took every opportunity to foster a relationship of inspiration between what happens within the university and the community it’s connected to. The vitality and festivity of the expansive brand system reflects the joy of a modern public arts center, celebrating discovery, access, creativity and community.