The University of California, Los Angeles (UCLA) is a top-tier public research university and $8 billion institution made up of 12 colleges, a health system, a thriving athletics program and an impressively diverse alumni community.
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role: designer
Looking to unify a large and accomplished institution under one message, my team embarked on a discovery process through which we uncovered the reoccurring theme of uncanny optimism. Combine this spirit with the opportunities available at UCLA and powerful game-changers are born.
It only made sense to launch the UCLA rebrand with an ad campaign celebrating such game-changers. The Optimists campaign appeared in print, out-door, online, and on television.
Optimism infused every university publication including undergraduate admissions materials.
Optimism powers super-human physical feats when combined with the dedication and discipline of UCLA athletics.
Copywriter: Kyle Arango
Creative Directors: Jim Walls, Timothy O'Donnell, and Jim Poore