Frame Your ASI
A Bold Survey to Frame ASI’s Future
ASI set out to launch a campus-wide student survey aimed at gathering feedback on its programs, services, and facilities. With insights from this initiative set to inform long-term organizational priorities and potential fee adjustments for the next 15–20 years, it was a major undertaking. While external consultants Brailsford & Dunlavey were brought in to develop the survey itself, ASI partnered with Matchfire to craft a campaign identity that would engage students and encourage participation. The result was Frame Your ASI – your voice, our future.
The Challenge
ASI needed a visual campaign that felt connected to their existing brand but stood out enough to grab attention. It had to be fresh, student-centric, and clear in communicating that student voices would directly shape the future of the organization.
Our Approach
We explored several creative directions, each with its own theme and aesthetic. ASI selected Frame Your ASI, and we developed a bold, energetic visual identity around it. The campaign was anchored by an isometric 3D block font that gave the logo a youthful, forward-pushing look designed to catch the eye of the student audience. For color, we leaned into ASI’s secondary palette—muted blues and maroon—adding a bright pop of orange for contrast and visual punch.
To bring the idea of “framing” to life, we introduced overlapping border elements layered onto photography. This visual device represented the collective power of student voices shaping the future of ASI. We also added text treatments that used the campaign name and tagline as framing elements around key visuals, creating bold, dynamic compositions. Subtle grid lines and patterns were included as background elements to reinforce the theme of structure, perspective, and vision.
Deliverables
We applied the campaign identity across a wide range of materials, including social media graphics, blog headers, posters, PowerPoint templates, stickers, newsletter templates, Cal Poly portal ads, TV display graphics, 3×4 ft. banners, and t-shirts.
Impact
The campaign launch successfully drove strong student engagement. By combining a visually distinct identity with a clear message about student impact, Frame Your ASI helped ASI stay relevant, transparent, and future-focused—while giving students a meaningful platform to share their voices and shape the direction of their campus community.
