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Calarts
Rebranding 

https://calarts.edu/

Overview

Handbuilt Studio initially developed the foundational brand toolkit and website identity for CalArts in collaboration with New City. Building upon that foundation, I helped evolve and expand the visual language into a more comprehensive institutional brand system that could function across the many touchpoints of the school.

My role focused on translating the original web-based toolkit into a scalable and flexible design ecosystem that could support both the experimental culture of CalArts and the operational needs of a large educational institution.

The expanded system extended across:

• campaign identities
• motion graphics
• editorial systems
• digital marketing assets
• environmental graphics
• social media toolkits
• event branding
• presentation systems
• internal design templates

The goal was to create stronger cohesion across departments while maintaining the creative flexibility and visual energy that defines CalArts. By systematizing layouts, typography, motion behaviors, graphic treatments, and production workflows, the identity became more adaptable for both internal teams and external communications.

The resulting visual system helped establish a more unified institutional presence across digital, print, motion, and campus experiences while allowing individual programs and initiatives to retain their unique voices.