SUAAB Branding
SUAAB (pronounced swab), Student Union & Activities Advisory Board, was the leading student-led event planning organization at UTD when it was created 50 years ago. Since then, more student organizations have popped up, and SUAAB needed its mojo back. So my co-chair Wendy and I set out to create a vibrant new brand to bring SUAAB back to the forefront of event planning on campus.
Project Goals
Our goal was to create a brand identity that redefined how students thought of SUAAB. When they think of SUAAB, we want them to think of new experiences and exciting events.
Target Audience
UTD students, especially those who live on campus
International students
Students that want free entertainment with no obligations
BRAND IDENTITY
Their Story
SUAAB plans and executes free events to offer UTD students a place to unwind after hours of intense studying and give them a break to have some fun. Their goal is to enhance student life, because college isn't all books and lectures. Sometimes it's intimate concerts, comedy nights, or playing mini-golf with dinosaurs.
VERBAL IDENTITY
How They Tell It
Imagine that one friend who has boundless amounts of energy, who is always the life of the party, and always genuinely nice to everyone. SUAAB is that friend, and that personality is reflected through voice and tone.
Tagline
Since we established SUAAB’s voice and tone, the chairs and volunteers had a blueprint on how to approach student guests and audiences. When the volunteers are upbeat, energetic, and welcoming, students are more likely to attend the next event because they know that they will be greeted with genuine smiles and conversation when they come back.
VISUAL IDENTITY
How They Show It
We wanted to create a brand that was versatile enough to adapt to a variety of events, but also distinct and vibrant enough to stand out among the many student organizations on campus.
Main Logo
We chose to make a colorful logo to reflect UTD’s diverse student body and the energy of SUAAB events. We specifically chose five to represent the five committees that form SUAAB: Traditions, Music, Variety, Speakers, and Marketing. Keeping the logo lowercase communicates casualness and friendliness, but its geometric shape portrays SUAAB’s professionalism and structure.
Secondary Logo
We created the secondary logo to be used when the full-colored logo is not suitable such as regular event promo or merchandise.
Event Promo
The new brand brought energy to SUAAB that attracted student volunteers and student guests. It made students want to be a part of the organization and attend events. The vibrant new visual identity meant SUAAB stood out amongst other student organizations on bulletin boards and social media.
Tees + Merchandise
Mural Design
This mural design will be installed in the hallway leading to the SUAAB office. It will let visitors know that they’re heading towards the right direction and that exciting things await them.
A RETROSPECTIVE
Being able to listen and understand the heart of the organization’s mission is an integral first step to designing a brand.
Exploring the campus gave us so many marketing ideas and helped us understand how students interact with the spaces and marketing materials around them.
When you make work that excites you, it excites everybody else, too.
WITH GRATITUDE
Thank you GNO, Mara, Dom, and Dan for always having our back and supporting our work and ideas. To the SUAAB Exec Board, man we got lucky. Thank you for your hard work and for being patient with (or joining) us during our shenanigans.
Wendy, everything you touch is gold! Despite the hundreds of sticky notes and our filled-up calendars, working with you never felt like work, just an amazing privilege.
Scope
Brand Guidelines
Logo Design
Color & Typography
Print & Digital Collateral
Tees + Merchandise
Mural Design
Skills
Brand Design
Creative Direction
Team Management
Photography & Copywriting