Our essential optimism comes through in inspiring content and uplifting (but not clich茅d or cutesy) design choices.

This value invites us to connect with the inspiring nature of our subject matter. How we can bring that to life through our aesthetic choices?

We want our designs to provide an optimistic frame that brings out the best in our content. What we don鈥檛 want is to deliver design work that feels simplistic, cutesy, or saccharine. By making choices that are uplifting but not clich茅d, we create something that feels more honest and memorable. This is especially true in the university landscape, where we tend to see extremes (super basic, utilitarian design or highly colorful and idealized representations of university life).聽

In the example above, we see optimism applied in a balanced way. The content of this ad is very upbeat - the smiling woman, the actual message about meaningful social enterprises. To balance that, the content is phrased in a concise way and the design choices are strong and clean:

• A limited聽color palette with a darker聽range of reds
• A high-impact approach to typography
• Ample negative space

These choices serve as an excellent frame for the uplifting message the ad contains. A design with more serious content might have needed a lighter approach in the color and typography to create an optimistic but genuine feel.