UCLA
PROJECT OVERVIEW
Facing increased competition from other UC System institutions and a decrease in funding, UCLA needed to craft a story that would unify undergraduate and graduate admissions, 12 colleges, Tier One research, a health system, and athletics in a cohesive, compelling way.
Enter “The Optimists”—a powerful, long-running campaign which draws parallels between the pioneer spirit of the American west with UCLA’s long line of innovative and inspirational alumni.
RESULTS
Application increases:
+21% Freshmen
+31% Out-of-state
+36% International
U.S. News ranking
+4pts (from 23 to 19)
CREDITS
Agency: 160over90
CEO/Principal: Shannon Slusher
CCO/Principal: Darryl Cilli
ECD: Jim Walls
CD: Timothy O’Donnell
CD: Jim Poore
Sr Copywriter: Kyle Arango
Designer: Jennifer Moore
Designer: Chelsea Brink
Account Director: Megan Pomplas
Director: Konstantinos Psimaris
Producer: Tom Ammon
Lead Editor: Max Paolucci
Undergraduate Viewbook
Viewbook cover
Viewbook spread with short sheet
Viewbook spreads
Digital
‘The Optimists’ campaign microsite
Alumni Campaign
Custom Typography
The font Karbon, from New Zealand’s Klim Type Foundry, has a modern sophistication tempered with an approachable, humanist feel. We commissioned Klim to create a bespoke version of the font, in which certain characters are left unfinished—a nod to the open, adventurous spirit of UCLA’s students and faculty.
Campus signage
These recent advertisements (above, right) show the longevity of the concept created over 5 years previously. This work created by 160over90’s Los Angeles office: GCD Adam Griffiths, CD Hari Skourtis, Senior Designer Matthew Grier. Nicely done!
UCLA.edu. A comprehensive redesign that helped organize an avalanche of content from an increasing number of inconsistent pages. Director of Interactive: Brian Tennyson; UX Design: Tim Beitz, James Snyder; Development: Mike Medoro.
