Type
Graphic DesignBrand IdentityIllustration
Role
As an undergraduate student at UC Berkeley, I was hopelessly tethered to places like Moffitt Library, a haven for students with harrowing deadlines and intimidating projects who needed a place to get the job done. After many a sleepless night spent here staring into the depths of my Macbook screen, I thought it would be fitting to make one of my personal branding projects revolve around this iconic Berkeley library.
Ask any student you meet at Berkeley what libraries they’ve studied at — chances are, they’ll say Moffitt Library. One amongst a handful of other undergraduate libraries on UC Berkeley’s sprawling campus, Moffitt’s unique offering differentiating it from its peers was that it was open 24/7 the entire school year, giving students a spot with an internet connection and the ability to study or work away from the distractions and indulgences that lingered outside those four walls.
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As a Berkeley student myself, I spent a lot of my time early on slaving away on some project or assignment at Moffitt, which helped this project come to fruition: if students were spending so much time at this library working and stressing over their rigorous academic priorities, why not try rebranding this place into something a little more colorful, a little more friendly, or dare I say… a little more fun?
When I was working on this project, it was really important to me that we emphasize the importance of fun and friendliness throughout the rebranding which is what led to the creation of these characters whom I’ve affectionately deemed the “Moffitt Sprites.” You’ll see them as a reoccurring motif throughout Moffitt’s new creative direction.
Typography decisions for this project were something I really wanted to nail from the get go; I wanted to pick something that was casual enough to convey the fun vibe we were going for, but also didn’t want to stray too far from the libraries more academic/professional setting. I ended up settling on Gilbert, a sans serif font that was the right balance of fun and serious, and Outfit as the body text.
