Being a land-grant institution, Colorado State’s brand extends into every corner of the state. Their Creative Services team acts as an in-house ad agency of sorts — 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 “designs” became commonplace.
Doug Garcia, CSU’S Creative Service’s graphic designer, explained: “Our campus partners would send us designs made in Microsoft products using the wrong colors or logos. So we’d have to send them a list of things that would have to be fixed, and they didn’t like that.”
Doug understood the importance of keeping CSU’s brand consistent across every corner of the state, but he also knew he couldn’t control every piece of marketing collateral that went out… nor did he want to.