Unions Identities 1

I led the new design for a university-wide campaign. This project entailed a re-branding of the visual identity of UM's University Unions, which offers services, programs, and student involvement opportunities. The campaign proposal (below) was approved by the Michigan Union Board of Representatives and the Unions Marketing Advisory Committee, and the campaign was rolled out beginning in September 2016. The whole process was quite collaborative; the latter committee initially presented to the design team the concept of the unions as a helping hand. We thought that portraying hands would be too literal and might pose limitations (what about disabled students, issues of race, gender, ethnicity, etc.). After extensive brainstorming, we came upon the notion of the hand drawn as a viable direction. Some primary goals of the campaign were to establish a clear identity for each union, and to emphasize accessibility.