Social + Environmental
USC Commencement
Art Direction, Design and Motion Graphics: Kandace Selnick
Creative Direction: Jane Frey
Team: USC University Communications
After more than 70 years, USC returned to the Los Angeles Memorial Coliseum to celebrate the Classes of 2020 and 2021, whose commencement ceremonies had been postponed and reimagined due to the COVID-19 pandemic.
The return to an in-person celebration transformed USC’s identity into a campus-scale brand experience. A cohesive environmental graphics system extended across signage, wayfinding, and event communications, creating a unified visual language throughout the Coliseum.
My role extended USC’s visual identity into a cohesive commencement experience across physical and digital touchpoints. I created flexible design toolkits for signage, wayfinding, event communications, and digital screens, along with digital content, animated GIFs, and AR filters that generated excitement and encouraged student engagement.
Together, these elements established a unified brand experience throughout commencement season and across the historic venue.
