ASUC Student Union at UC Berkeley

The ASUC Student Union at UC Berkeley underwent a full rebranding, including a new identity, a templated system for print designs, and an updated web presence. The rebrand affected the Student Union and the three departments that fall underneath.


My goals for this design were driven from a brand management perspective. In terms of hierarchy, the ASUC Student Union is the umbrella, with multiple units falling underneath. My goals were:

  1. Set the online tone and feel based upon already established brand guidelines.
  2. Answer the "what, who and why" and increase brand awareness on campus.
  3. Utilize a template that can be replicated for consistency in other units.