Brand Implementation for UCSF | Tolleson

Before we could deliver a brand identity, we had to listen to a number of voices and perspectives. By getting input from people across all departments we were able to understand what UCSF meant to them and why that’s important. Each arm plays an important role in their collective mission, and it was up to us to find what resonated to align everyone internally.

We delivered a brand architecture that was fully embraced by everyone. It was simple in a way that’s endlessly versatile and focused on the core of what people take pride in. By bringing clarity to their organization, we helped reinvigorate the pride they feel at UCSF. And the launch video we made literally brought everyone’s voices together.

Our goal was to capture UCSF’s remarkable spirit and achievements towards creating a brand that stands out among leading private healthcare providers.

Across the board, people share a relentless drive to excel, fueled by a sense of purpose that extends far beyond themselves. This research was crucial towards understanding what unites everyone under the UCSF banner. Our interviews culminated in an internal “One UCSF” campaign, driving unity and enterprise-wide adoption of UCSF’s new identity.

The collaborative spirit that permeates UCSF enables interdisciplinary research and patient care, fostering advancements that might not happen without such an inclusive approach. We focused on the personal stories of faculty, students, and patients to add depth and humanity to UCSF’s institutional narrative.