Dominican University of California is a private liberal arts college located just across the Golden Gate Bridge. I worked with them to create a comprehensive overall design system, so they could better compete in the private college market.
Research revealed the DUC campus was a major differentiator, both in terms of location (close to San Francisco) and in its rambling, yet intimate setting (a mix of historic structures, many of which harken to the school’s early beginnings). So all of the materials play up the campus, as well as DUC’s diverse and international student body — another factor research revealed that was important.
Breaking out of the higher-ed ‘us too’ branding so prevalent in University marketing was a key strategy point, and it has proved to be very successful in attracting more students and research faculty.
When DUC was chosen to host the final California Governs Debate of 2010, Dominican and NBC asked me to help design the materials for this significant event. Such national coverage allowed us to extend our overall design system into advertising, venue graphics, stage sets and video, thus reinforcing Dominican's position as a center of higher education in California and beyond.
WHAT I DID
Video & Motion Graphics
Print Collateral Design
Digital Marketing Design
Photography Art Direction