Associated Students UCLA

About ASUCLA

ASUCLA (Associated Students UCLA) is the nonprofit organization that serves the UCLA community by operating student union facilities, campus services, and retail stores. Established in 1919, ASUCLA manages key student resources such as the UCLA Store, campus restaurants, and event spaces while reinvesting its revenue to support student programs, scholarships, and activities. It plays a vital role in enhancing student life by providing employment opportunities, advocating for student interests, and maintaining spaces like Ackerman Union and Kerckhoff Hall.

SERVICES & RESPONSIBILITIES

Art / Creative Direction
Advertising Design
Store Signage & Way-finding
Logo Design

BACKGROUND

I was hired as a graphic designer at ASUCLA Marketing from March 2022 to April 2024, where I had the opportunity to work across various divisions operated by ASUCLA, including the UCLA Store. As UCLA’s official "Student Store," the UCLA Store was rebranded to be more inclusive of not just students but also staff, the broader community, and UCLA Bruin fans. This shift required me to elevate the overall design quality of graphic elements and visual displays across UCLA Store’s digital and print channels, ensuring a more engaging and cohesive brand presence.

Many of the existing designs had been repeatedly used for years, requiring a significant visual refresh. Initially, I was the sole designer, which allowed me to I take on the challenge of giving these materials a much-needed facelift, creating a more unified and modern aesthetic throughout the Association and the Store. My role extended beyond design, allowing me the creative freedom to act as both art and creative director for most deliverables. This experience not only strengthened UCLA Store’s branding but also allowed me to develop a more impactful and visually compelling identity across all its marketing channels.

AREA FOR IMPROVEMENT

One of the biggest challenges of working at a non-profit is educating your clients about good design practices. When I first came in, a lot of the asks where, “We want the same artwork from last year. We can just update the dates.”. Instead, I made it my goal to always show them something better than the time before. Part of that was educating them on having an overall consistent look throughout the assets, or at very least have consistency in terms of colors and typography used.

In addition to that, we started implemented “less is more” when it comes to copy. Sometimes clients want to show everything everywhere, but we know that as consumers, we want to be fed less and more concise information, both visual and written.

Sometimes, in order to achieve this, I would suggest rebranding the event or program in order to better communicate and relate the key messages to our consumers.

ASUCLA – Follow Us Sign (Before)

ASUCLA Open House (Before)

ScoreBig (Before)

Before & Afters

ASUCLA – Follow Us Sign (After)

ASUCLA Services Expo (After)

ScoreBig (After)

Monster Sale Before

ASUCLA – Speaker Series (Before)

Monster Sale After

ASUCLA – Speaker Series (After)

ScoreBig ‘24, In-Store Signage

THE RESULT

The evolution of the ScoreBig logo enhances scalability, readability, and overall effectiveness across multiple applications. The refined typography and structured layout ensure clear legibility, whether on large-scale signage or digital promotions. Key information, like the ScoreBig messaging and promotional details, is now more distinct, making it easier for customers to engage with the offer. The integration of the football icon within the design strengthens the sports theme while maintaining balance and clarity.

The modernized aesthetic improves brand presence, with bold typography and high-contrast UCLA colors that enhance visibility. The new logo adapts seamlessly across storefront LEDs, in-store displays, and digital platforms, ensuring brand consistency. Its sleek and professional look aligns with contemporary marketing trends, making the promotion more impactful and recognizable in retail and game-day environments.

ScoreBig ‘22

ScoreBig ‘23

ScoreBig ‘24, UCLA Store Front LED

SCOREBIG – IN NEED OF AN UPGRADE

The previous Score Big logo had less effective typography and layout At the same time it lacked hierarchy and emphasis on key messaging. The words "Score Big" and "BearWear" were similar in size and weight, making it harder to quickly differentiate the most important aspects of the promotion. Additionally, the integration of the football graphic felt more like a background element rather than an intentional part of the design.

The updated ScoreBig logo is more structured and refined. The typography is bolder and better organized, with "Score Big" standing out more prominently. The football icon is now seamlessly incorporated into the text, reinforcing the theme of the promotion. The overall shape and alignment create a more balanced and visually appealing design, making it easier to read and instantly recognizable. This refined approach enhances clarity and strengthens brand recognition.

ScoreBig Promotion Old Logo

Latest Logo Iteration (By Me)

NIKE SHOE DROPS

During my time at ASUCLA, the UCLA Store implemented different and new sales strategies every now and then. UCLA Store began a series of shoe drops, in order to capitalize on the already existing young population of students, and UCLA fans alike.

To help with the marketing efforts, I suggested we created a series of tease posters for each drop. Each of the drops would have a different look and feel, depending on its color way and names. Initially, I was the lead designer working on these poster, until I hired a junior designer. I then took the role of art and creative director for these poster.

Proven the success of this series of teaser poster, the UCLA Store still continues to drop new shoes, and the design team at ASUCLA continues to create the key art for them.

See more of Yugo’s art at www.yugoimanishi.com

CHAMPIONS MADE HERE

Occasionally, I would get to work on certain promotional signage for UCLA x NIKE merchandise, from new releases (Nike Pegasus 39- Left) to seasonal promotions/ sales (UCLA x Nike Summer Sale- Right).

Some of these required clean and simple design, while others lend themselves for more playful compositing design to set the mood.

SOCCER BADGES/ GRAPHICS SAMPLES

Through ASUCLA Marketing and the UCLA Store, I got to also support UCLA Trademarks and Licensing with sample work for licensed vendors overseas to serve as visual guide for them to develop UCLA licensed merchandise and products.