USC, Roski School of Art and Design
What it means to reimagine the power of today’s art school, while incorporating the venerable legacy of academic and creative excellence into a graphic system to resonate with broader audiences.
Brand System
Education
Our collaboration with USC Roski was more than a brand campaign: we helped them define what it means to be a 21st century school of art and design for the students of today and tomorrow. The results were expanded into a comprehensive brand system designed to engage students, the professional community at large and the public. In the process we brought to the forefront how the school renewed its academic and cultural mission, focusing on refining the fundamental values of the school as a cornerstone of practice across all undergraduate and graduate programs.
Approach
Our approach focused on understanding USC Roski's unique values based vision and translating it into a dynamic story and visual identity that resonated with their diverse programs and audiences. Through meticulous design work and attention to detail, we crafted a graphic system that not only reflected the essence of RAD but also maintained consistency and relevance across all communication channels. By collaborating closely with the academic leadership and deans at USC Roski, we ensured that the new visual identity and graphic system effectively represented their distinct brand values while honoring their place within one of the largest and most esteemed research universities in the country.
