UCSD Alumni Weekend: It's all about u!
UC San Diego’s Alumni Weekend is an annual four-day program that invites alumni and their families back to campus to experience the university and reconnect with the UC San Diego community. The weekend features multiple signature events and a theme that ties all these happenings together. For this particular year, we developed a strong, highly visual brand concept, “It’s All About You,” which was customized and adapted for each individual event - something that the department had not yet experienced.
Creative Direction:
Ian Transfiguracion
Design:
Ian Transfiguracion
Jonathan Funes
Kaitlyn Zeigenhorn
Manny Pantoja
Featured Collateral
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A play on the word “university”, this concept made use of the letter “U” as a central design element. Each U was a canvas, dressed up to fit the key feature of each event. The concept was further pulled into individual tagline and referenced in event copy. (i.e. It’s all about celebrating our champions; it’s all about having a good time, etc).
Through the use of clever and punchy imagery, grounded by familiar campus elements, we hoped to present something that was attractive to two very distinct audiences. Specifically, our main goal was to appeal the under 32 market (which represents about 45% of the audience) without alienating USCD Alumni's very active over 32 audience.
Promo Videos
As part of this project we created two videos to promote the event. Working closely with our videographer, we created two distinct videos to appeal to each audience (under 32 & 32+). One utilized a slower pace with an up beat soundtrack and made use of slow dissolves and sweeping videography; while the other favored quicker cuts, glitchy imagery and interesting motion graphic elements.
Creative Direction: Ian Transfiguracion
Art Direction, Videography, Editing: Kevin Isomoto
Design: Ian Transfiguracion
Featured Event Photos
Photography: Xavier Bailey, Brennan Romeril
