Campus Recreation Style Guide
An award-winning style guide unifies Campus Recreation’s visual identity.
Brand & Identity
Associated Students, Inc.
Lead Designers – Cody Guerrero, Katie Lowenstein, Dan Ortiz
Creative Director – Dustin Glauser
Designers – MDPR Design Team
Photographers – Alex Estrada, Andrew Phan
ASI’s Campus Recreation aims to promote healthy lifestyles for students and faculty at Cal Poly Pomona. The Marketing, Design & Public Relations (MDPR) department is responsible for creating design guidelines for Campus Recreation’s four departments: Adventures, Aquatics, Fitness, and Intramural Sports.
Previous department-specific style guides proved to be ineffective in conveying a cohesive visual identity for Campus Recreation. A difference in approach also caused an imbalance of time spent between each department’s projects, resulting in delays.
In response to this problem, the MDPR tasked myself and two other designers in the creation of a new style guide. Conducting joint research with Campus Recreation, our team analyzed over 500 annually-held events, categorizing the importance of each through average attendance numbers.
Honing in on three principles of unity, versatility, and dynamism, we began to construct the foundations of the new style guide. Starting with the simple, yet flexible, modular grid, we added depth through overlays and unique typographic treatments.