We were charged with creating a new look and feel for Boston University’s College of Arts & Sciences (CAS) to represent several themes that emerged from the college’s recent positioning exercise: bold thinking, innovative scholarship, collaborations that cross department boundaries, and the endless pursuit of knowledge. This was the first full rebrand of CAS material in more than a decade. The new look and feel was brought to life through bold colors, eye-catching visuals, and a juxtaposition of modern and classic typefaces, all creating a voice that is daring, optimistic, confident, curious, clever and forward-looking. A central component to the campaign was creating a visual treatment of the overall CAS positioning statement: Arts X Sciences.
From the Judges
The transformation of Boston University's College of Arts & Sciences (CAS) was propelled by a bold new visual identity that symbolized interdisciplinary collaboration and limitless potential. The comprehensive rebranding effort was undertaken with strategic positioning and enhanced content quality. Despite limited resources, CAS's branding initiative exemplified sophistication, clarity, and depth, resulting in a transformative portrayal of Arts & Sciences as a catalyst for knowledge and creativity.
