Introduction
In the dynamic landscape of the University of San Diego’s Joan B. Kroc School of Peace Studies, a bold initiative emerged – a school dedicated to social innovation. They approached us with a challenge as unique as their mission: to craft an entire brand identity, name, and positioning line that would encapsulate their global ambition and drive for social change.
They envisioned themselves as a catalyst, accelerating the pace of social innovation on a global scale. It was up to us to give this vision a name, a voice, and a visual identity.
The Challenge
Naming the initiative and creating its entire brand identity was a task that required deep insight into their mission and an understanding of their audience. Furthermore, we were to align this new brand with USD’s existing brand elements, preserving its familiar fonts and colors.
Our Approach
Our strategy was rooted in collaboration. We engaged Spark @USD in discovery sessions, where we uncovered the brand attributes, developed user personas, and fine-tuned their business goals. Being able to work in the educational industry, especially with a client so dedicated to global social impact, was both an honor and a privilege.
Naming and Positioning
After a series of brainstorming sessions, the name “Spark @USD” was born. It perfectly embodied the energy, transformative potential, and innovative spirit of this institute. To further refine their identity, we developed the positioning line: “A Global Accelerator for Social Innovation.” This tagline honed in on their global mission and the active role they play in driving social innovation.
Visual Identity
Maintaining the iconic USD colors and fonts, we fashioned a visual identity that was both fresh and coherent with the existing brand. We created a bespoke brand logo icon and a fully customized icon set. We pushed the boundaries with a mixed media, collage aesthetic, providing an innovative look that resonated with their mission.
Verbal Identity
For the verbal identity, we curated a positive and clear messaging strategy to create an uplifting and inspiring tone. This approach was designed to mirror Spark @USD’s commitment to instigate change, promote exploration, and stimulate knowledge.
Merch & Print Design
The dynamic and vibrant essence of Spark @USD was extended to the real-world through our merch and print design efforts. These physical mediums served as an extension of their identity, a manifestation of their transformative vision.
Digital Design
We ensured a consistent translation of the visual identity across the digital space. This was particularly crucial in maintaining the brand’s robustness and vibrancy across different social media platforms.
Conclusion
We believe we have successfully encapsulated the spirit and vision of Spark @USD in a compelling, cohesive, and future-oriented brand identity. This identity resonates with their audience, aligns with the broader USD brand, and is a proud reflection of the Institute’s commitment to accelerating social innovation.
