Universal Orlando Gradventure
Branding & Collateral

A flexibly fun brand for the ultimate middle school graduation celebration at Universal Orlando Resort

Role
Lead Brand Designer

Agency
Skidmore Studio

Creative Direction
Shawn McConnell

Universal Orlando came to Skidmore Studio looking to revitalize their brand for Gradventure—a one-of-a-kind party for middle schoolers to celebrate their graduation.

We set out to create a visual design system that could easily be applied across a variety of spaces, all while harnessing the energy of the event.

The brand identity was based off the beloved rides and attractions of the park itself. We created a fun-filled visual world out of Universal Orlando's landmarks, with a modernized icon set that could flex to work in a variety of ways.

The logo was built to be flexible, with a consistent wordmark anchoring the lockup

The icons could be used at a smaller scale as a skyline, adding flavor to layouts without taking up much space

At a larger scale, a singular icons could act as background motif, giving simple designs depth without being overpowering

The iconography was used in big and small ways to create a steady stream of eye candy. Whether at the top of a letterhead or featured in the logo itself, the park's signature landmarks were the heartbeat of the brand.

The refreshed brand was applied to a number of printed materials, with the icons as the consistent throughline