UCLA School of Music
Developing a vibrant brand for an immersive, creative side of academia.
Impact Area
What We Did
The UCLA Herb Alpert School of Music introduced its Music Industry program in the Fall of 2023 and invited HelpGood to create a brand identity as dynamic and forward-looking as the program itself.
On winning Silver and Bronze Telly Awards
Eileen L. Strempel, Inaugural Dean“…a wonderful recognition of your care and effort, and it’s nice that we can all celebrate together.”
UCLA Herb Alpert School of Music
The challenge
Build a brand and visual identity for the music school’s Industry Program that is enticing and modern, reflects the school’s inclusive values, and encapsulates the program’s blend of education and practical experience. The program’s brand and identity must also live within established UCLA brand guidelines.
Our solution
Through our process of strategic discovery and creative exploration, we landed on the theme of transformation. Brand messaging and visual identity were designed to reflect the evolution students experience learning from industry professionals, gaining real-world opportunities, and making valuable connections. Our work synthesized the input of multiple stakeholders including faculty, students, and board members.
Our two-person video crew captured 11 interviews across 5 locations over 3 days. Along with delivering an award-winning brand video, the shoot provided a library of b-roll and sound bites for future content creation.
When everyone sings from the same sheet of music
The Industry Program of UCLA’s Herb Alpert School of Music now has the tools for cohesive and vibrant brand expressions moving forward. We delivered a robust brand book including key messaging and ad copy; distinctive visual building blocks; font, color, and logotype guidelines; and original photography and video.
Working with industry insiders
Accompanying students Antonio and Samantha as they engaged with guest lecturers and alumni—all industry professionals themselves—on campus and at venues throughout Los Angeles, we developed a library of brand photography.
Spending time on campus, speaking with faculty and students, and gathering as much input and feedback as possible, we created a brand to authentically telegraph the experience and promise of the music school’s new Music Industry program.
