description
For SoCal Rivals Week, I expanded an existing logo into a full visual identity system that energized the annual giving challenge between USC and UCLA. The work centered on building a bold, competitive look & feel—color systems, typography, layout motifs, and graphic language—that amplified the schools’ rivalry while staying adaptable across platforms. I extended the identity into dynamic social assets, digital applications, and campaign visuals used by both institutions, creating a cohesive and spirited experience that elevated engagement throughout the week-long challenge.