UC San Diego

Co-creator of UC San Diego's "The Good Life" campaign

Challenge: How do you rebrand three campus institutions - Recreation, Student Health Services and Counseling & Psychological Services - and pull them together under the umbrella of UC San Diego Health & Wellness when the university itself is in the midst of its own rebranding? Tougher still, how do you make "health & wellness" relevant to a young campus audience?

Approach: Our approach was threefold. First, we linked the master brand of Health & Wellness with the sub-brands by giving them a clean, modern makeover that borrows elements from the one thing that won't change in UC San Diego's rebrand - the school mascot. Second, we researched student admission blogs to uncover insights as to why students chose UC San Diego over comparable campuses like Cal and MIT. The common denominator: lifestyle. Third, tie the benefits of the Health & Wellness departments to student lifestyle under the moniker of "The Good Life." As in, "Recreation, Student Health Services, and Counseling & Psychological Services are the building blocks for living The Good Life." To tie everything together, a young illustrator from Parallax Visual Communications created an organic, unique visual identity that departed greatly from standard university branding.

Team: Anjali Kansagara, this campaign's co-creator, was my partner in crime, oftentimes providing the left side of my brain. Parallax Visual Communications provided all of the design work.

Images: original artwork created for The Good Life campaign; UC San Diego photo of their iconic Geisel Library; one of the brandmarks created for this project; an idea board generated during a team exercise; UC San Diego photo of the nearby beach - a nod to the lifestyle brand that UC San Diego is becoming.

Co-creator of UC San Diego's "The Good Life" campaign

Challenge: How do you rebrand three campus institutions - Recreation, Student Health Services and Counseling & Psychological Services - and pull them together under the umbrella of UC San Diego Health & Wellness when the university itself is in the midst of its own rebranding? Tougher still, how do you make "health & wellness" relevant to a young campus audience?

Approach: Our approach was threefold. First, we linked the master brand of Health & Wellness with the sub-brands by giving them a clean, modern makeover that borrows elements from the one thing that won't change in UC San Diego's rebrand - the school mascot. Second, we researched student admission blogs to uncover insights as to why students chose UC San Diego over comparable campuses like Cal and MIT. The common denominator: lifestyle. Third, tie the benefits of the Health & Wellness departments to student lifestyle under the moniker of "The Good Life." As in, "Recreation, Student Health Services, and Counseling & Psychological Services are the building blocks for living The Good Life." To tie everything together, a young illustrator from Parallax Visual Communications created an organic, unique visual identity that departed greatly from standard university branding.

Team: Anjali Kansagara, this campaign's co-creator, was my partner in crime, oftentimes providing the left side of my brain. Parallax Visual Communications provided all of the design work.

Images: original artwork created for The Good Life campaign; UC San Diego photo of their iconic Geisel Library; one of the brandmarks created for this project; an idea board generated during a team exercise; UC San Diego photo of the nearby beach - a nod to the lifestyle brand that UC San Diego is becoming.

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"The  good  life,  let's  go  on  a  livin'  spree ... they  say  the  best  things  in  life  are  free."

Kanye West