The University of California (UC) system is unlike any other. More than half of its 10 campuses rank among the top 100 universities in the world. The faculty currently includes 27 Nobel Laureates and the system generates more than $4 billion a year in research funding. Nearly 40 percent of UC graduates are the first in their family to earn a degree. But these realities were mostly lost on a disconnected and disengaged public. Connecting the dots was our challenge.

To better understand the issues, the marketing communications department studied past surveys and market research, audited a hodgepodge of disjointed UC websites and publications, and consulted with colleagues throughout the UC system. This research revealed that the economic and societal impact of the overall UC system had never been clearly communicated.

Read the full case study with juror comments here: [http://www.aiga.org/case-study-uc-branding/]

This is such an adventurous rebrand for a university, it’s impossible not to commend them for it. It’s easy for an institution steeped in tradition to see baby steps as a more suitable move in a brand refresh, but they made a bold move to completely reposition the university. —Jessica Hische