With the approaching launch of UCSF's first fundraising campaign in more than ten years, the UCSF team knew it would have the unprecedented opportunity and resources to increase awareness of their institution with the goal of inspiring greater financial support. UCSF sought to create a comprehensive campaign branding system that would boldly stand out to seize audiences' attention while still working in concert with UCSF's existing master brand system.
From the Judges' Report
Wise use of resources to revisit research previously conducted, although they did use an outside firm to deliver brand design concepts and high-level messaging. This is wise use of financial resources, as their internal team can flush out related design elements. The results were exceptional, with achieving $3B in quiet phase out of $5B, and they attributed part of the results due to their campaign. Their measurable 30-day post launch results were impressive.
