Cal State LA
Rebranding
Cal State LA
California State University Los Angeles (Cal State LA) hired Sensis to raise its profile among current and prospective students and rebrand the University.
Rebranding Cal State LA to take symbolic ownership of LA’s urban core—a major school, in a major city.
Challenges
Raise Cal State LA’s institutional profile beyond local and regional level, into the national and international sphere.
Develop a brand video, new mascot, and logo for CalStateLA to distinguish it as a compelling university with its own unique identity.
Update the website to complement branding initiatives.
Move Cal State LA upstream in the prospective student consideration set, beyond "safety school" status.
Sensis conducted research across a wide spectrum of Cal State LA stakeholders (students, prospective students, parents, alumni, employers, faculty, administration, elected officials) that created consensus on distinguishing brand characteristics, positioning and messaging.
Findings from the research guided our Brand Development, establishing the brand positioning and communications architecture.
Sensis delivered creative brand/logo concepts that included a new logo and mascot design, color palette, tagline, and font families, as well as updated the website to complement the new branding.
Athletic Branding & College Lock-Up
Two separate style guides were delivered: the Brand Identity Style Guide for the University and an additional Athletic Identity Style Guide.
