axh Initiative
Crafting a Research Catalyst for the Bass School
The Bass School’s axh Symposium and Initiative, though an established sub-brand in name, faced significant challenges that limited its potential. It struggled with low visibility and recognition among students and faculty, reducing engagement and participation. Additionally, the absence of a cohesive brand identity weakened its ability to effectively promote faculty research and student collaboration, missing opportunities to build institutional pride and academic celebration. The core design challenge, therefore, was to revitalize the brand—enhancing its visibility, securing broader support, and creating a unified identity that could showcase its impact and foster engagement across the school.
Client
The Bass School at UT Dallas - Leadership
Role
Creative Direction + Animation
Deliverables
A comprehensive brand kit, including a new brand mark, logo lockups, color story, and poster for the upcoming symposium event.
Design Goals & Creative Approach
My goal was to create a cohesive new brand identity that unifies and represents the initiative’s five key areas of support. The refreshed branding should capture the creative, innovative spirit of the research while aligning with Bass School and UT Dallas guidelines—yet remain distinctive. It must also emphasize the initiative’s collaborative nature and diverse areas of focus, ensuring clarity and impact.
Research and Inspiration
Exploration: Studied other institutions and initiatives that showcase creative research to gather inspiration.
Guiding Quote: Drew inspiration from John Cleese’s quote, “If you are going to be CREATIVE, you have to be in a state of PLAY.”
Design Vision: Aimed to embody the playful, energetic spirit of creative research in the brand identity.
Brand Development
Color Palette: Introduced additional colors within the UT Dallas brand umbrella to differentiate the initiative while maintaining alignment with the university’s overall branding.
Iconography: Created custom icons to represent the five areas of support, ensuring each was visually distinct yet cohesive.
Application Examples: Designed mockups showcasing the brand in various environments, including posters, digital screens, and photography, to demonstrate its versatility and impact
Introductory Animation: Create an animation that introduces the axh Initiative’s visuals while capturing the playful energy of creative research through motion design.
The Impact
The axh Initiative brand has transformed its presence within the Bass School, dramatically increasing visibility and engagement. By introducing a bold, cohesive identity, the initiative has amplified awareness of faculty research and student collaboration, turning the annual axh Symposium into a flagship event that draws widespread participation. The new branding not only elevated promotion efforts but also ignited meaningful discussions about the initiative’s future, inspiring proposals for further expansion—including dedicated updates to the Bass School website to highlight its impact. As a result, what began as an under-recognized program has now become a conversation-driving force, positioning the axh Initiative for sustained growth and deeper institutional integration.