LCAD Graphic Design + Digital Media Students Create New Brand Identity for Sherman Library and Gardens

Laguna College of Art and Design (LCAD) Graphic Design + Digital Media Students Create New Brand Identity for Sherman Library and Gardens


Laguna College of Art and Design’s (LCAD) BFA program in Graphic Design + Digital Media designed a new brand experience for Sherman Library and Gardens.


Sherman Library Director Paul Wormser and Garden Director Scott LeFluer worked with Dana Herkelrath, LCAD Graphic Design and Digital Media Professor on the six-week long project. They provided access to research, historical and current data as well as gave feedback during mid-progress and final presentations. Students developed final brand identity solutions that included symbol and type solutions, color stories for brand expression, unique interfaces for web and mobile access, environmental graphic design for exterior signage as well as wayfinding in the garden. Students also considered advertising, marketing and merchandise for the Sherman Library & Gardens Garden Shop.

LCAD Graphic Design and Digital Media Alumni Emily Atwood, Ridan Arellano and Torye Cooke were recognized as creating outstanding work that was relevant to the new brand experience.


“What impressed me most was the consideration and creativity the students brought to the project,” said Wormser. “They took the time to explore the gardens and library, to ask questions, and to incorporate their experiences in their final products. We are very pleased by the final product.”


According to Wormser, Sherman Library & Gardens Garden Shop is rolling out the new logo and rebranding in presentations to various stakeholders, including announcements in the printed and electronic newsletters.


“Students invested in design discovery, on-site interviews, tours and comprehensive research to determine how to best approach the guest and brand experience at this local cultural icon,” said Herkelrath. “We very much appreciate Sherman Library and Gardens for the opportunity to allow LCAD Graphic Design and Digital Media students to engage in designing and developing a multi-faceted solution for a local historical cultural center.”


This was the first collaboration between LCAD and Sherman Library and Gardens, but not the first time LCAD Graphic Design and Digital Media has partnered with leading brands to give students a real-life, immersive educational experience. Industry partners such as Anaheim Ducks, WATG, Museum of Modern Art, Taco Bell, Vans, Hurley, Nike, Stance and others have tapped the creative talents of LCAD students whose skill sets includes print, advertising, web, 3D motion, video, iPad development, packaging, UI/UX and virtual reality (VR).


Thanks to immersive, real-world experiences with a variety of cultural and business partners, more than 98% of LCAD’s recent Graphic Design and Digital Media graduates work in their chosen field, with most finding employment through LCAD prior to graduation.