Branding a new Experience

Capital A:
The University of Arizona semester in Washington, DC

Capital A was an internship and career development program with a wider focus. It offers students opportunities beyond government, including those in the arts, theater, sciences, and beyond.

A typical semester in Washington, DC program is geared towards students in government and law. The University of Arizona wanted to do something different.

Our task was to develop a visual identity system that serves as a framework to communicate an experience that redefines perceptions of DC. This program had to engage a broader audience, including those interested in fields beyond government.

Project at a glance

Teams I collaborated with:

University of Arizona Office of the President
University of Arizona DC Center
External strategic consulting team
A graphic design partner

Key elements of my role:

Worked directly with the semester in Washington, DC, program architect to understand the intent, challenges, and goals of the program
Worked with the team on naming the program
Designed and refined the Capital A logo and identity system
Developed templates of key assets with consideration for use by people who may not have a design background
Helped develop a program launch strategy and timeline with a look towards program maintenance and expansion in the future

Outcomes:

A new program name
Identity system and guidelines
Templates for multiple identity assets
Strategic program launch timeline and asset usage guidelines with room for future expansions and developments