Case Study: Brand Refresh, UC Berkeley TDPS
Case Study: Brand Refresh, UC Berkeley TDPS from Leila Singleton
Case Study: Brand Refresh, UC Berkeley TDPS

In 2015, the Department of Theater, Dance, and Performance Studies (TDPS) at the University of California, Berkeley, was in a situation clients often face: they had a logo, but no visual vocabulary. I was hired to build a visual system inspired by UC Berkeley’s brand.

GOAL: Capture the experimental energy of a department whose performances feature their students.

GRAPHIC ELEMENTS: The foundation of the TDPS look is wedge-shaped, tone-on-tone gradients evocative of spotlights — a modification of “prisms” from the University’s toolkit.

COLOR: I cherry-picked vibrant hues from the University’s palette to function as a TDPS-specific palette.

PHOTOGRAPHY: Performance shots tend to be very dark; I proposed we cut human figures out from their somber backdrops whenever possible. University-provided light leaks lend vibrancy.

TYPOGRAPHY: UC Berkeley’s superfamily, Freight, is set with a twist: using GREP styles, its standard alphabet becomes unicase, lending headers a unique flair.

UC BERKELEY TDPS: Self-mailing brochure for 2017-18 performance season.
Photo 1/2 — cover + gate fold.

HONORS: 2018 GD USA American Graphic Design Award
Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Self-mailing brochure for 2017-18 performance season.
Photo 2/2 — inside panels.

HONORS: 2018 GD USA American Graphic Design Award
Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: "Hidden Initials" wall decal.
Photo 1/3 — post-installation.

HONORS: Silver, Graphis Design Annual 2019
Silver, Typography, Indigo Design Awards 2019
Bronze, Hiiibrand Hiii Typography 2018
GD USA American Graphic Design Award
Award of Distinction, American Graphic Design & Advertising 32
Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: "Hidden Initials" wall decal.
Photo 2/3: To-scale sketch.

HONORS: Silver, Graphis Design Annual 2019
Silver, Typography, Indigo Design Awards 2019
Bronze, Hiiibrand Hiii Typography 2018
GD USA American Graphic Design Award
Award of Distinction, American Graphic Design & Advertising 32
Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: "Hidden Initials" wall decal.
Photo 3/3 — hidden letters (T, d, p, s) isolated.

HONORS: Silver, Graphis Design Annual 2019
Silver, Typography, Indigo Design Awards 2019
Bronze, Hiiibrand Hiii Typography 2018
GD USA American Graphic Design Award
Award of Distinction, American Graphic Design & Advertising 32
Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Sell sheet with die cut.

HONORS: 2017 GD USA American Graphic Design Award
Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Outdoor banner, 120" w x 45" h

HONORS: Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Sell sheet with spot UV gloss.
Photo 1/2 — front + back.

HONORS: Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Sell sheet with spot UV gloss.
Photo 2/2 — gloss detail.

HONORS: Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Newsletter cover. Special design to celebrate department's 75th anniversary.

HONORS: Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Round stickers, 2" diameter.

HONORS: Bronze, Branding (awarded to entire refresh project) — Indigo Design Awards 2019
Bronze, Integrated Design (awarded to entire refresh project) — Indigo Design Awards 2019
UC BERKELEY TDPS: Self-mailing brochure for 2015-16 performance season.
Photo 1/3 — cover + gate fold.

HONORS: 2016 GD USA American Graphic Design Award
Academy of Interactive and Visual Arts (AIVA): Davey Awards Silver
AIVA: Communicator Award of Distinction
UC BERKELEY TDPS: Self-mailing brochure for 2015-16 performance season.
Photo 2/3 — inside panels.

HONORS: 2016 GD USA American Graphic Design Award
Academy of Interactive and Visual Arts (AIVA): Davey Awards Silver
AIVA: Communicator Award of Distinction
UC BERKELEY TDPS: Self-mailing brochure for 2015-16 performance season.
Photo 3/3 — mailing panel.

HONORS: 2016 GD USA American Graphic Design Award
Academy of Interactive and Visual Arts (AIVA): Davey Awards Silver
AIVA: Communicator Award of Distinction
Case Study: Brand Refresh, UC Berkeley TDPS

In 2015, the Department of Theater, Dance, and Performance Studies (TDPS) at the University of California, Berkeley, was in a situation clients often face: they had a logo, but no visual vocabulary. I was hired to build a visual system inspired by UC Berkeley’s brand.

GOAL: Capture the experimental energy of a department whose performances feature their students.

GRAPHIC ELEMENTS: The foundation of the TDPS look is wedge-shaped, tone-on-tone gradients evocative of spotlights — a modification of “prisms” from the University’s toolkit.

COLOR: I cherry-picked vibrant hues from the University’s palette to function as a TDPS-specific palette.

PHOTOGRAPHY: Performance shots tend to be very dark; I proposed we cut human figures out from their somber backdrops whenever possible. University-provided light leaks lend vibrancy.

TYPOGRAPHY: UC Berkeley’s superfamily, Freight, is set with a twist: using GREP styles, its standard alphabet becomes unicase, lending headers a unique flair.

Available
Freelance
Leila Singleton
Hands-on art and creative director Vancouver, Canada