I was part of a cross-departmental team at the university that was formed to expand upon the brand assets that were delivered to WWU University Communications for the “Make Waves” fundraising campaign.

Problems to solve

Expensive type

The main problem that needed to be solved was that the agency who designed this campaign used very expensive typefaces that could not be easily purchased by other departments at the university or third-parties outside of the university. This would result in an even more fractured brand, as the campaign was a radical visual departure from the existing brand.

I wanted to adopt open-source fonts so that non-designers within the university could create on-brand assets without needing a license. By using Google Fonts we could also easily use the same typography for print, web, and email.

I created this document as a proof of concept that would allow us to easily see what each combination had to offer and how they all looked together.