Client:

The University of California College of the Law, San Francisco is a public law school in San Francisco. Formerly known as the University of California, Hastings College of the Law.

Objective:

To inspire and invigorate the legal community in California and build a sense of pride and a culture of philanthropy.

Solution:

Inspired by its recent rebrand, UC Law San Francisco (formerly UC Hastings) had a rare opportunity: a second chance to make a first impression.

We partnered with our friends at BWF to launch a capital campaign that reintroduced the nearly 150-year-old institution and reengaged its vast alumni community. "Into the Future," a strategy developed by BWF, aims to inspire and invigorate California's legal community while fostering pride and a culture of philanthropy.

The Get Fresh Crew found ways to expand the new identity across the campaign. A double-circle logo pairs the school seal with a spotlight, highlighting both "Into the Future" and the innovation happening on campus. This informed an art direction of overlapping, transparent type and color, giving us a broad palette and plenty of brand moves to play with.