Illini Life is a registered student organization at the University of Illinois—Urbana/Champaign, aimed at reaching college students in a decisive time of life. The informal church reaches undergrad and twentysomething grad students and brings them into a spiritual environment with few of the typical trappings of organized religious groups. Their mission is to mobilize students at universities across the country to do good works and plumb the depths of spiritual change and discovery.
To redesign the identity for Illini Life, a registered student group at the University of Illinois—Urbana/Champaign, we wanted to bring simple, bold strokes into the brand. Our team's breakthrough concepts focused on the "I", which carried many meanings—the individuals Illini Life sought to reach, the prominent "I" of the Fighting Illini team, and the nickname of the group itself—called "I-Life" by its members. This obvious answer led to a unique execution of the single individual I amidst a blue field. (Implemented years before a similar mark created for DreamWorks' "Incredibles" film) This also led to a visual restraint in the palette—simplified to one or two colors, to allow the dynamic mark the space it needed to be heard.
Illini Life needed materials to help welcome arriving students. The first week of class at U of I includes a "Quad Day" where hundreds of registered groups shower campus with flyers, frisbees, and info for students. In the midst of this deluge of printed material, Illin Life wanted pieces that would rise above the typical Kinko's 8.5 x 11 sheets and visual noise. While keeping their lean budget in mind, we designed an introductory brochure that communicated a friendly, low-pressure message. This came in the form of a how-to guide, along with a die-cut directional map ("pog") that directed students to a weekly event. On this small budget, two-color printing on uncoated stock provided the necessary brand strength and effectiveness.