![Closeup of USF Sarasota-Manatee printed, die-cut booklets. The guidebooks are designed to play an important role in introducing USFSM's brand identity to prospective students.](https://pro2-bar-s3-cdn-cf6.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/072b685c-a3f7-404b-8329-f2400c306b45_rw_3840.jpg?h=1836d95c6c0f0cbcbfb297dad7f9e352)
Visuals & Messaging
The USFSM brand comes to life with a series of angled lines, bold typography, strong solid colors and dynamic photography.
![Brand guidelines for primary messaging typography - University of South Florida (USF) Sarasota-Manatee](https://pro2-bar-s3-cdn-cf4.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/51dbf350-9391-4bf3-acb1-f1f17d445a85_rw_1920.jpg?h=791d7490f6d98579de9c725e5c84ef4c)
The key messaging centers on a sense of place through the word "here."
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/44e19e34-124e-44a8-81c7-2da36f4b9b14_rw_1200.jpg?h=43117ab9a26a348f4230481d8e337d55)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/c4e00c38-757a-4906-9cc6-f44d489d7796_rw_1200.jpg?h=197f9c3b348323c10004a4ebe7f94008)
Printed Collateral
Printed collateral is an important part of a university's brand identity. I planned, designed and wrote each piece below: a set of three die-cut guidebooks for each prospective student audience (freshman, transfer and graduate students); a 40-page lookbook focused on photography and key messaging; and a custom package design to be filled with goodies for admitted students.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/2c19dad8-acff-46d7-b760-3425078a4f1e_rw_3840.jpg?h=27b577a4a8c413d8a9b28e1035d181ba)
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/54a3d223-a2fc-49e2-8d7b-eae49b48ec57_rw_3840.jpg?h=6d8eba2f89bf6087eae882ed9c53e036)
![Page layout design in the USF Sarasota-Manatee university lookbook](https://pro2-bar-s3-cdn-cf3.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/e813f1d0-57f9-4f12-b871-14864fd6d184_rw_1920.jpg?h=8176678e207e43ceb3769681a171b231)
![Page layout and infographic design in the USF Sarasota-Manatee freshman guidebook](https://pro2-bar-s3-cdn-cf2.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/dbc95829-a503-4f1e-a34b-78f3d9d075a1_rw_3840.jpg?h=64189c897e78d71360f197f0acb88471)
![Page layout design in the USF Sarasota-Manatee freshman guidebook](https://pro2-bar-s3-cdn-cf6.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/0f1c28a4-3a60-444d-babb-b4dc94a8b643_rw_3840.jpg?h=a310db7dcb7d42f82748b1fc4187322e)
![Page layout design in the USF Sarasota-Manatee campus lookbook](https://pro2-bar-s3-cdn-cf6.myportfolio.com/d0728981eb5e92bd83a3baa9d1cb0488/a06c238d-ae38-49da-8d6e-a8d4613bd6d9_rw_1920.jpg?h=83d041fcac1aea571cc9b3ede6f23720)