The Design Center

The CalArts Design Center is a student-initiated creative infrastructure developed within the Graphic Design program to support peer-to-peer tutoring and interdisciplinary collaboration. As a founding member of the branding team, I led the development of a visual identity that positions the center as both an accessible resource and a confident design authority for students across Film, Art, Music, and other practices.

The identity system is driven by the interaction between geometric forms and organic gestures, reflecting a balance of design logic and artistic intuition. A vibrant palette with simulated subtractive color mixing serves as a visual metaphor for collaborative synthesis: when design expertise meets diverse creative perspectives, new structures and clarity emerge. This framework is flexible across digital and physical contexts while maintaining conceptual unity.

To anchor the identity spatially, I designed environmental window graphics using translucent vinyl that interact with natural light, casting evolving shadows that make the brand present in real time. I also established modular design rules for social media and motion graphics to ensure consistent execution by student staff.

The resulting branding infrastructure clarifies the Design Center’s role within CalArts as a structured yet welcoming hub for design support and interdisciplinary exchange.