The Underground Foundation
Solidify The Sound.
The Underground Foundation is an organization founded by a group of at Arizona State University for students with interests and passions that typically go unrecognized and under-developed by the majority of the university population and administration. They host house shows, poetry slams, art shows, movie screenings, and more.
Challenge
Since its founding in 2010 The Underground Foundation at Arizona State University has grown to six campuses in three states. The challenge was the original logo didn't convey the current message or symbolism that the organization represented. Since The Underground Foundation works with all genres of music I knew I wanted to tie the brand close to Arizona State University colors so schools and students could easily recognize that The Underground Foundation was born at ASU.
Logo Exploration
Solution
During initial interviews with the organizations founders, the idea for the club surrounded "turning fraternity and sorority life on it's head" while encompassing all genres of music.
Stationery
Letterhead, Business Cards, Envelopes
Icons
To keep true to the brand I created custom iconography you can find throughout their online outlets.
Brand Extension
TUF had plans to expand not only to the surrounding college's of Arizona, but to Chicago and New York. With that in mind, the following depicts how the brand would adapt to other chapters across the country.
