UCLA

With the help of an outside agency, we worked with senior management to identify the core traits that defined our voice. I helped write the original definitions. Just as people change, traits can change over time.

But as it says on the UCLA website: “Our messages may emphasize different traits depending on audience and content.” I loved how our design team depicted how the tone differed for each audience.

We also created brand pillars, an exhaustive glossary/style guide that I helped write, and a visual brand style guide.