Since the new CSU System’s Spur campus was yet to be developed, all our team had to go on was the in-depth information we gathered from our robust Discovery session and interviews, a few exciting renderings, and a whole lot of research and imagination.
Our first step? Finding the perfect name. Instead of limiting this process to just the AOR creative department, we opened it up to an agency-wide collaboration. By conducting multiple in-person exercises with the CSU System team, we came up with a name that broke the tradition of a conventional title for an educational campus and that everyone involved could be proud of. In addition to designating the overall campus, we also named the three on-campus buildings that focus on water, food, and health as Hydro, Terra, and Vida, respectively.