BerkeleyHaas
MBA For Working Professionals
The Back Story
The Haas School of Business at UC Berkeley wanted to re-invent the way it spoke to potential MBAs. A discovery workshop and competitive audit revealed layers of untapped messaging potential.
The Epicenter of What’s Next
In this video targeted to prospective students, we show how a Berkeley Haas MBA is like no other MBA program. It is widely known that business today is transforming and changing at an alarming rate due to technologies like autonomous vehicles, AI, and blockchain. The economy of today will not look the same in five years. So, if you are a prospective MBA student, you want to make sure the degree you are seeking is future-proofed. The Berkeley Haas MBA program is unique in this respect because it is located at the epicenter of what’s next in business. From its history with social activism to its proximity to the world's most innovative companies. Haas is creating leaders thinking up solutions to the world's most challenging issues and problems. "If this place has proven anything, it's that change doesn't just happen. It has to be lead. Be the epicenter of something.”
Manifesting the future that lies ahead
BerkeleyHaas was determined to break away from the conventional MBA program brochure. Their goal was to embody Berkeley's lively spirit, dynamic atmosphere, confidence, cutting-edge culture, and unique offbeat character.
Inspiration for the design stemmed from sources outside the typical business school realm, such as film festivals and museum programs. While strolling through the campus, the incorporation of diverse details—both natural and engineered—further fueled the creative process.
While staying true to UC Berkeley's recognizable color palette of solid navy and brilliant gold, designer Cas Fornalski broadened the typographic spectrum beyond conventional styles. Departing from the BerkeleyHaas brand's usual reliance on two weights of the Univers font (55 Regular and 65 Bold), we ventured into the extremes of Adrian Frutiger's type system by incorporating the Ultra Condensed weights. These distinctive and bold vertical fonts seamlessly harmonized with the program's fundamental themes of strength, empowerment, and leadership.
The brochure was crafted on a natural, uncoated paper that boasts a gentle surface grain, encouraging a tactile experience. It was imperative to maintain a touch of Berkeley's earthy and edgy character, a city renowned for its diverse textures—be they organic or man-made, reflecting both the environment and the myriad ideas, philosophies, and worldviews that define the city and its school.
Bill Pearce, Assistant Dean, Chief Marketing Officer, Marketing Faculty, Haas School of Business
“This design work breaks the mold of what’s considered safe for a business school, and that’s exactly what we were looking for. It’s eye-catching, versatile, yet instantly recognizable as BerkeleyHaas.”
Made at First Person
Account Manager at First Person: Drew Fiero
Executive Creative Director at First Person: Marcello Grande
Project Managers at First Person: Jackie Yea Starrett, Cameron Baxter
Creative Director at First Person: Vanessa Greene
Writer at First Person: Vanessa Greene
Art Director at First Person: Casimir Fornalski
Designer at First Person: Casimir Fornalski
Editor at First Person: Jessica Schorer
Printer: Fong & Fong Printers
Photography of Brochure by: Casimir Fornalski