Being a land-grant institution, Colorado Stateโs brand extends into every corner of the state. Their Creative Services team acts as an in-house ad agency of sorts โย fulfilling the creative execution for everything from fundraising dinners to student recruitment to general marketing.
But covering so many marketing projects over such a wide geographical area has its complications. Campus partners across the state, not wanting to spend money or time on the Creative Services team, would sometimes resort to creating marketing materials on their own. Microsoft Word or PowerPoint โdesignsโ became commonplace.
Doug Garcia, CSUโS Creative Serviceโs graphic designer, explained: โOur campus partners would send us designs made in Microsoft products using the wrong colors or logos. So weโd have to send them a list of things that would have to be fixed, and they didnโt like that.โ
Doug understood the importance of keeping CSUโs brand consistent across every corner of the state, but he also knew he couldnโt control every piece of marketing collateral that went outโฆ nor did he want to.