UCSC Arts Division


Conduct discovery sessions with department representatives and key stakeholders to determine current challenges and desired outcomes. Confirm audiences, objectives, look and feel, navigation, site marketing, required functionality, and Google analytics, resulting in a creative brief.


Visual Identity
Consensus Building
I/A and UX
Brand Guidelines

The Solution

Deliver a new UCSC Arts Division visual identity appropriately designed for the new website with guidelines.

On the heels of hiring its first woman of color dean within the university—and with Dean Celine Parreñas Shimizu taking the lead—UC Santa Cruz Arts embarked upon developing a new visual identity which more aptly reflects the DNA of the organization, and a website refresh seeking to better address user needs, attract interest, and compel engagement.

The Concepts

The Typography

The Palette

The Work

The Website