Academy of Art University is arguably the biggest private art school in the United States. With that title on the bag, AAU needs a better branding guideline to let others know that they're not just big in quantity but also in quality of education. AAU is not just an art school. It has campus events, recreational classes, and presumably the only art-oriented school that has its own athletic team. With those offered, AAU need to show more credibility. That is why I am taking a new direction to rebrand AAU to speak with a more youthful vibe. A better credibility of the school will basically mean a better reputation for both school and alumni.

With the new identity comes a new concept for campaign. It's called "Think Outside The Circles." The idea is to showcase the many different aspects that AAU has by placing the new logo on everywhere from classical paintings to pop culture references. The aim of the campaign is to promote AAU as a hip and cool art school.