ASUCD is more than student government at the University of California, Davis — it operates the campus coffee shop, bike repair store, and citywide bus system, making it the largest student-run organization in the U.S. Guided by the mantra “Building tomorrow together,” ASUCD creates opportunities that shape the daily student experience across campus.

To expand access to university resources and address long-standing inconsistencies across its many sub-organizations, I led a comprehensive brand refresh to better align ASUCD with UC Davis while unifying the visual identities of over 30 internal units, committees, and commissions.

As part of this effort, we introduced Dottie, a new mascot designed to humanize the brand and reinforce ASUCD’s “by students, for students” mission. More than a visual asset, Dottie represents an engaged student navigating ASUCD’s ecosystem — bridging the gap between institution and community through a cohesive, playful, and scalable brand system.

View the updated brand guide