In 2019, UCLA was planning to celebrate their 100th Anniversary with an unprecedented Centennial campaign that involved the school, the campus and the LA community. The challenge was to create an athletic expression that felt consistent with the marketing, PR and activation.
CREATIVE DIRECTOR / RESEARCHER /
Working closely with UCLA and the marketing firm that built the campaign identity, the work centered around the word illumination and the Centennial mark's halftone points of light. A unique wordmark, number font and commemorative Centennial patch would systematically exist on each student-athlete's uniform. The colorization of the Centennial branding system- prioritizing UCLA gold- was also altered to make it distinct from UCLA's current assortment. Thinking holistically, every uniform was available in white to emphasize the positioning statement of illumination.