The Haas School of Business at the University of California Berkeley hosts their annual Reunion Weekend and Alumni Conference every Spring. In 2017, they asked us to update their marketing materials (invitations, postcards, social media graphics, web and email banners) and event materials (conference program and map) with a sleek, modern look and feel that focuses on images of people and experiences on campus. We came up with a campaign design that uses bright eye-catching colors and a forward/backward arrow motif, which references the idea of looking back in time while making forward progress. For 2019, we replaced the printed conference program booklet with an app for great accessibility, portability, and a reduced environmental impact. We also added "Haaspitality" pull-up banners for use at this and other events. The visual approach has been well received by university students, alumni, and faculty, and continues to be used today.

The Haas School of Business at the University of California Berkeley hosts their annual Reunion Weekend and Alumni Conference every Spring. In 2017, they asked us to update their marketing materials (invitations, postcards, social media graphics, web and email banners) and event materials (conference program and map) with a sleek, modern look and feel that focuses on images of people and experiences on campus. We came up with a campaign design that uses bright eye-catching colors and a forward/backward arrow motif, which references the idea of looking back in time while making forward progress. The approach was less formal and more fun than previous years', and well received by university alumni, students, and faculty. In fact, we continue to use this overarching concept today. For 2019, we replaced the printed conference program booklet with a mobile app for greater accessibility, portability, and a reduced environmental impact. We also added "Haaspitality" pull-up banners for use at this and other events.