University of Virginia

Designing brand identity and corresponding collateral. 

2024 at University of Virginia Enrollment Communications

The Proposition:

Design an updated visual identity for the University of Virginia’s Days on the Lawn (DOTL), an annual event welcoming newly admitted students and their families to UVA’s historic grounds.

The Plan:

Create a warm, energetic subbrand highlighting UVA’s unique attributes. Based on feedback from previous events, I also wanted to ensure DOTL’s assets were recognizable and easily directed DOTL participants to necessary site locations and events.

The Particulars:

I worked closely with Undergraduate Admissions on updating the DOTL brand, ensuring photo selection, color choice, and logo placement leveraged the University’s well-established brand to create something fresh, capturing the energy of a student experiencing UVA for the first time.


To guide students through a full day of activities across UVA grounds, I designed a streamlined and customizable map of Grounds incorporating Facilities Management’s most recent printed map with the Geospatial Engineering Office’s official ArcGIS Virtual Visitors Map. For the banners and additional environmental graphics, I collaborated with University Facilities Management and the Office of the Architect to ensure assets met UVA’s specific regulations for historic buildings and areas.