CASE

Branding Project for Campus Inclusion

Overview:
CASE is a university branding project developed from a design initiative with the Associated Students of the University of the Pacific (ASUOP). The project centers on creating a visual identity for a campus department focused on diversity, equity, and inclusion. CASE stands for a welcoming and affirming environment for all students, using design to support a sense of belonging and community.

Purpose:
The goal of CASE is to create a playful yet professional brand identity for a department dedicated to inclusivity on campus. By combining friendly visual language with a clean design system, the branding aims to engage students while emphasizing the department's seriousness in advancing diversity-related initiatives.

Audience:
University students—particularly those engaged with or impacted by diversity, equity, and inclusion efforts at the University of the Pacific.

Visual Concept:
The central motif of CASE is the briefcase—used as a metaphor for individuality and diversity. Each geometric briefcase icon varies in shape and size, symbolizing the unique identities and experiences of students. A simple yet clever logomark transforms the word “CASE” into the shape of a briefcase, tying the identity together. Color choices reference ASUOP’s brand guidelines, using yellow and blue for consistency, while a more subtle orange help CASE stand apart as its own entity.

Deliverables:

• Poster & Flyer: Visual assets that introduce and reinforce the CASE identity using the briefcase theme

• Social Media Carousel: A two-post animated Instagram carousel advertising CASE’s survey, The Briefcase

• Logo Design: A custom wordmark that doubles as a briefcase icon to reflect brand values