Shaping knowledge for action.

We embarked on creating a fresh visual identity that could exist within the larger structure of ASU. This was a unique challenge that shaped our process, designing and collaboration for the entire project. It was obvious from the beginning that the Walton team had an identity of its own and an extraordinarily passionate team not a whole lot larger than ours. We started by understanding who each one of the team members were and what their united effort created.

We learned that they wanted to co-create inclusive solutions, share and use transformative and actionable knowledge and improve people’s lives with a science based, transdisciplinary approach. It was important to stand out from the clutter and the green-washing that has dominated much of their industry. Clarity, credibility, and authenticity in a visual system was crucial to expose them to large scale projects.

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Designing within the parameters of the university's existing identity proved to be a fun challenge. For starters, new colors and any hint of a logo were off limits. So we chose to lean into the color that exhibited the team's values most. We then built out an illustration system to help communicate their complex initiatives.

The illustrations are intentional simple to allow for creative freedom to build infinite interpretations in future communications. All compositions incorporate circles and lines. We always start with a gold circle, as it symbolizes a focus on the challenge at hand. Linework is then layered to add movement and context.

Much of what the Walton team needed was a plug and play toolkit to enhance their knowledge sharing and presence in an expansive industry that desperately needed their contributions.

We applied their new visual identity and design system to a series of sophisticated templates for case studies, presentations and project briefs, allowing them to spend time doing what they do best.

Once the visual system was in place, we worked closely with the Walton team to apply their new identity to the web.