A campaign for making the University of Washington's arts venues more visible and approachable in order to encourage students to step inside, explore, and have fun. Presented to a panel of department heads and the Dean of the College of Arts and Sciences.

Skills

Visual System, Installation Design

Software

Photoshop, After Effects, Illustrator

Team

Lee Hardisty, Cleo Williams

Duration

6 weeks (Student Project)

My Role

Branding, Concept, Motion

The Challenge

UW has some of the best arts and culture on offer in the region, yet most people do not strongly associate UW with arts. Those outside the campus community can feel that if a venue is on campus, then it’s “not for them.”

UW has some of the best arts and culture on offer in the region, yet most people do not strongly associate UW with arts. Those outside the campus community can feel that if a venue is on campus, then it’s “not for them.”

UW has some of the best arts and culture on offer in the region, yet most people do not strongly associate UW with arts. Those outside the campus community can feel that if a venue is on campus, then it’s “not for them.”

The goal is to increase awareness of the Arts at UW and to increase attendance at UW Arts venues and events

The goal is to increase awareness of the Arts at UW and to increase attendance at UW Arts venues and events

The goal is to increase awareness of the Arts at UW and to increase attendance at UW Arts venues and events

A Cohesive System

A connected system that increases the visibility of UW’s arts venues by reducing the barriers to entry. Through playful interactions and moments of curiosity, the system reframes arts spaces as open, exploratory environments, motivating students to step through the door and engage on their own terms.

A connected system that increases the visibility of UW’s arts venues by reducing the barriers to entry. Through playful interactions and moments of curiosity, the system reframes arts spaces as open, exploratory environments, motivating students to step through the door and engage on their own terms.

A connected system that increases the visibility of UW’s arts venues by reducing the barriers to entry. Through playful interactions and moments of curiosity, the system reframes arts spaces as open, exploratory environments, motivating students to step through the door and engage on their own terms.

Visualizing "Step Into"

By placing the symbols directly on each venue’s door, it creates a literal play on the idea of a doorway. Many of the venues are understated and blend into campus, so this treatment makes the entrance bold and inviting, signaling that there’s something worth exploring inside.

By placing the symbols directly on each venue’s door, it creates a literal play on the idea of a doorway. Many of the venues are understated and blend into campus, so this treatment makes the entrance bold and inviting, signaling that there’s something worth exploring inside.

By placing the symbols directly on each venue’s door, it creates a literal play on the idea of a doorway. Many of the venues are understated and blend into campus, so this treatment makes the entrance bold and inviting, signaling that there’s something worth exploring inside.

Photography treatment uses each venue’s logo as a “door frame,” creating a visual metaphor for stepping into the space and providing a glimpse into what the space has to offer.

Photography treatment uses each venue’s logo as a “door frame,” creating a visual metaphor for stepping into the space and providing a glimpse into what the space has to offer.

Photography treatment uses each venue’s logo as a “door frame,” creating a visual metaphor for stepping into the space and providing a glimpse into what the space has to offer.

Letting the Concept Lead

For this project, the process centered on committing to a single core concept and pushing it as far as possible.

This was most evident when developing the logo system, where several iterations struggled to meaningfully represent each venue. Reeling back and returning to our core idea of “Stepping into,” we realized we could develop a modular system that used letter counters as spaces to step into, which drove the rest of the brand.