The University of Utah Asia Campus 10th Anniversary warranted a 3-day celebration. I was lucky enough to design the brand to support such special birthday party. The brief called for a flexible main mark that incorporated the “Block U,” but also drew upon the Asia-focused imagery that had been developed just for the Incheon, Korea campus. The supporting pattern is reminiscent of Dancheong, traditional Korean artwork that adorns the roofs of important buildings. The result bridges two worlds and was used to establish a brand identity across a number of deliverables—from posters and coasters to large-format banners and bags.