Mr. Fúchila

Art Direction / Design

20 Years, LEAD Scholars


LEAD Scholars, Santa Clara University

Santa Clara, CA


Brand Development

Art Direction




This project was special. My alma matter asked me to develop the 20 year anniversary brand for the LEAD Scholars Program, a program aimed at supporting first-generation college students at SCU. My wife and I were the first in our families to graduate college and she actually benefitted from this very program several years ago.

I was hired early on in the planning and production process and was given the creative freedom to guide the overall vision. I was able to take a wholistic approach to developing the theme and tagline, brand visuals, social media, and merchandising.

The overall aesthetic and theme for the brand was one youth celebration and appreciation for the legacy of excellence. I took visual inspiration from what the internet looked like in 2003 as well as 2000's pop culture.

The 20 year anniversary will be celebrated throughout the entire 2023 school year with virtual and IRL activations including reunions, fundraisers, merchandise pop-ups, and family events.

About LEAD Scholars

The LEAD Scholars Program is for first-generation college students (students whose parents did not graduate from a 4-year college or university) focused on academic success, community engagement and vocational exploration.

LEAD20 hero promo with tagline

The "LEAD with…" tagline and icon system accommodates the various flagship activations

Social Media


*Bucket hat for the win!


Brand Kit