Graphic Design, Print
UCLA Spring Events Calendar
April 2018
UCLA's Media Team is a group of students that promote events and resources which foster academic, social, and community development to UCLA student residents. To create more transparency of the programs and events available to students, we started creating a quarterly event calendar that build hype and awareness of programs available to students.
As the lead designer for this project, I came up with a theme for the Spring Quarter, pitched it to our directors, conducted design research and executed the design.
It was distributed to over 18,000 UCLA Student Residents and won 3rd Place in the ACUHO-I Marketing Awards!
Credits
Lead Designer: Mina Malloy
Creative Director: Paul Mendoza, Jessie F.
Creative Director: Paul Mendoza, Jessie F.
Area of focus
Graphic design
Typography
Presentation Design
Illustration
Collage
Typography
Presentation Design
Illustration
Collage
Objective
Design a Spring-quarter calendar to keep student residents informed about recreational events and academic resources while adhering to the UCLA brand guidelines and creating excitement around the new season.
FRONT
BACK
Process
How did it come to life?
How did it come to life?
Discovery ⟶ Ideation ⟶ Execution ✴
Discovery
Based on the season of Spring, I started brainstorming several themes that could guide the visual design of the calendar. Spring quarter is that time of year when freshmen finally get fully acclimated to college life and start to explore/find themselves.
Some themes I came up with:
✳ Self discovery
✳ Breaking through/Coming out
✳ Stand out
✳ Disrupt, provoke, emerge, break free
✳ “The sky is the limit”(?)
I gathered some swipe to help my teammates better understand the concept and solidify my ideas visually. I landed on the concept of "Breaking Through" and decided to use physical paper in combination with digital graphic elements to tell this story.
IDeation
Once the theme was decided on, I proceeded to further develop this concept by ideating on different possible outcomes.
I then created illustrations of the most iconic "UCLA" items/concepts to include in the scene and add a sense of whimsy.
The idea here was to physically cut out each layer of illustration, put the layers together to create a depth of field and photograph the layout.
Execution
After a reevaluation of our time and resources, we decided to pivot from the illustration cutouts and go with a visual concept that still aligns with the concept that I pitched: Big, bold typography masked over a collage. The collage was an assemblage of torn strips of magazine pages to create a gradient that represents the beautiful sunsets one can see from "The Hill" (another name for the UCLA dorms). We decided that a simplified approach would be more clean and impactful. Lastly, to tie everything together, we combed through a list of quotes from iconic members of the UCLA community who made a significant influence on the world.
The quote that was chosen is by John Wooden, UCLA's legendary basketball coach that influenced the lives of many:
"It's the little details that are vital. Little things make big things happen."
─John Wooden
Thank you
