OBJECTIVE
This project was focused on creating a brand book for the California State University, Sacramento consist of new aesthetic system. We were given that the economic recession of 2008 closed down several CSU campuses including Sacramento State. We proceeded to rebrand the university for its grand opening in Fall 2018. The purpose of the rebrand was to promote the reopening of the Sacramento State to expand the student attendance to 30,000, rebuilt trust to the community, and promote the university while standing out among the competitors.
PROCESS
The process involved several phases to focused on identifying key groups and organization which led to conceptualization, development of the mark and the university system. The first phase is to research and problem solved the target students based on the geographic, demographics, and psychographic data. The second phrase is to analyzed who the client was, their strengths and weaknesses were. The final phase is the competitive analysis which focused on colleges that are geographic in the Sacramento region or out of the Sacramento region. These colleges are Sacramento City College, UC Davis, and San Jose State University. All three colleges represented a brand system that could be improved and/or what to avoid. All of this information was taken into consideration moving on into the conceptualization phase of this project.
The concept words that I visioned Sacramento State are governmental, trustworthy, and creative. Sacramento State is the heart of the Capitol and a political region which symbolized the California golden poppy petals and the Copperplate typeface as a governmental university. On the other hand, Sacramento State is a trustworthy university to its students on their education that symbolized the flame, torch, and ribbon. Sacramento is growing community with their creative ideas and knowledge which symbolized the interval vines. The primary colors are gold and green. Gold represent the State Capitol and green represent the city of trees which is Sacramento. The logo represent the university brand system.
Design Skills: design principles, design layouts, website layouts, color theory, editing and manipulating images, photography, typography, type treatment, illustration, research, brainstorming, concept, and print production.
Illustration Skills: Illustration
Adobe CC Suite: InDesign, Photoshop, and Illustration
Equipment: Canon DSLR camera
Sacramento State Brand Book
Sacramento State Business System
Brochure
Sacramento State Website: Academics page
Hornet Sports Website
