As the lead digital designer for SCU's commencement program redesign, my specific focus was addressing the challenge of transforming their traditional format to a modern one while ensuring mobile accessibility in a 5 week timeline. The task extended beyond aesthetic considerations, requiring a cohesive visual transition that mirrored the prestige projected by their brand online to a responsive digital document. This task emphasized the need for immediate action to safeguard SCU's prestigious brand identity in the digital era.
Problem
My initial step encompassed a thorough analysis of SCU's past graduation programs, offering insights into their visual language evolution. Simultaneously, I explored the school's website to grasp the institution's tone and representation. This dual exploration, spanning historical graduation materials and the online presence, formed the basis for a comprehensive understanding of SCU's identity. It steered subsequent design decisions, ensuring a cohesive design language that honors the institution's traditions while incorporating contemporary elements.
Approach
Redesign Strategy
My redesign strategy involved a thorough examination of SCU's color schemes, typography, and design elements, aiming for a consistent format with a modern aesthetic and mobile-friendly accessibility. Conversing with an SCU graduate provided valuable insights into the experiences and emotions associated with graduating. This firsthand account, combined with visual analysis, guided the strategy to preserve SCU’s existing design elements while introducing contemporary nuances. The overarching goal was to seamlessly transition between tradition and modernity, creating a visually cohesive representation that resonates with the SCU community.
Final Version
V1
V2
Execution
The execution phase of this project transpired through a series of three main iterations, characterized by an iterative feedback process with the client. In the initial stages, the workflow faced challenges as sporadic one-off edits introduced a degree of complexity. Recognizing the need for increased efficiency, we strategically engaged the client to consolidate their feedback, fostering a more streamlined and effective design process.
Dr. Be Diep - SCU 2023 Grad
“[The graduation] was amazing!!! The program came out great for us! We loved it. Thanks Cathy.”
Results & Takeaways
Initially, there was a deviation from the client's vision, who wanted to move away from animated illustrations in favor of a more professional and prestigious look for graduation programs. This preference, influenced by the significance of becoming Doctors for many graduates, raised questions about the potential impact of a broader research phase involving other students and end-users. Harmonizing the client's wish to uphold prestigious elements with my commitment to maintaining a cohesive brand identity in line with their online presence necessitated a collaborative effort, involving edits and requests spanning 42 pages. Despite time constraints, this collaboration produced a refined and visually cohesive representation, resonating with the unique honor celebrated by SCU graduates.
Team:
Cathy Rueda
Cameron Rennacker
Joshua Rennacker
