Transforming a University of California Law School’s Brand and Digital Presence

What we did

In 2020, the University of California, Hastings College of the Law (now known as UC San Francisco Law), embarked on a metamorphic journey underpinned by a billion-dollar Academic Village initiative. This ambitious vision required a robust digital presence and a renewed brand identity. To realize this, UC San Francisco Law joined forces with Molly Duggan Associates, LLC. This case study dives deep into the challenges faced, innovative solutions crafted, and the remarkable outcomes achieved through this collaboration.

WebOps Support

Molly Duggan Influence


Categories of Deliverables


Digital Files Delivered

Law intersected with innovation, entrepreneurship, and a spirit of reinvention

Dean Faigman’s vision was to create an environment where law intersected with innovation, entrepreneurship, and a spirit of reinvention. The Academic Village, symbolized by the new 14-story academic and residential building at 198 McAllister, aimed to serve as a hub for cross-disciplinary collaboration and innovation.

"It's not just about digital transformation or rebranding; it's about positioning an institution for a successful future. This is the core of our mission."— Molly Duggan, Founder and CEO Molly Duggan Associates

Innovation and collaboration driving change.

Challenge: Pioneering a Brand Evolution Across Crucial Digital Assets

Solution: Empowering WebOps Efficiency and Digital Experience

Results: A Vision Realized

Digital Transformation Impact

Brand Identity Renewal

A brand is more than just a logo; it's the essence of an institution's vision. UC Hastings' new brand identity is a testament to their commitment to the future."

Envisioning A Bright Future

The partnership between UC Hastings and Molly Duggan Associates delivered a remarkable transformation. UC Hastings now boasts a modern, efficient digital infrastructure aligned with strategic goals and a revitalized brand identity reflecting their future vision. “The Future Now” microsite stands as proof of this success, a pivotal touchpoint for the institution and its community.

The UC Hastings Identity Project, in collaboration with Molly Duggan Associates, delivered a comprehensive set of identity-related deliverables. This included official design elements, a meticulously defined color palette, primary seals, wordmarks, and lockups. These components were developed to ensure consistency and represent UC Hastings’ forward-looking vision effectively. The project also encompassed the creation of stationery, including letterheads, envelopes, and business cards, both personalized and non-personalized, as well as press release templates and pocket folders. Furthermore, signature block designs, notepads, note cards, and envelopes were designed to enhance the institution’s professional image. The project extended to campus branding with banners and flags and merchandise recommendations, providing a holistic approach to reinforcing UC Hastings’ refreshed identity.

Charting a Path Forward: Navigating UC San Francisco Law's Transformation and Our Achievements

Molly Duggan Associates, LLC played a pivotal role in shaping UC San Francisco Law’s digital landscape and brand identity during a pivotal moment in its history. Our collaborative efforts empowered UC San Francisco Law to overcome outdated digital infrastructure, realign its brand identity, and ultimately position itself for a successful future.

Dean Faigman’s vision to create an environment where law intersects with innovation, entrepreneurship, and a spirit of reinvention came to life through the Academic Village initiative, symbolized by the new 14-story academic and residential building at 198 McAllister. This project exemplifies our commitment to delivering impactful solutions that transcend the boundaries of tradition and embrace the spirit of innovation.

Client Summary

UC Hastings was established in 1878 as the original law department of the University of California, with a mission to prepare lawyers for the practice of law in close proximity to the courts, at the heart of the bustling city of San Francisco.

As the brand transformation journey neared its completion, the University of California, Hastings College of the Law faced an unexpected challenge. In 2021, an article by a prominent publication detailed the historical involvement of the institution’s founder in significant historical events involving Indigenous Californians, leading to public concern. In response, the law school’s board unanimously agreed to change the school’s name to UC San Francisco Law.

While this name change brought about significant adjustments, it also presented an opportunity to recalibrate the institution’s brand identity in alignment with its future vision. Despite these shifts, the branding work conducted by Molly Duggan Associates remains a testament to the dedication, expertise, and commitment to transformation.

Your Comprehensive Journey with Molly Duggan

Guiding You Towards Exceptional Growth

Embarking on a comprehensive journey with Molly Duggan is more than a search for solutions; it’s an immersive partnership that propels exceptional growth and innovation. As visionary leaders and decision-makers, you’re not merely clients – you’re transformation partners. Our 360-degree marketing approach ensures that every step aligns with your brand’s holistic vision, integrating creativity, data-driven insights, automation, and innovation to steer you towards unparalleled success.


  • Success Stories

    Unique and Innovative Solutions — Making better products

  • Clients
  • WebOps

    WordPress, Drupal, and decoupled support and upgrades

  • Marketing Strategy & Consulting

    Data-driven marketing strategies enhanced by automation

  • Applied AI: Change Transformation Hub (New)

    Advancing organizational excellence through AI-driven transformation.

  • Creative & Brand Identity

    Refresh your brand, advertising, and website

  • Conversational Marketing and Automation

    Automating brand touchpoints with conversations


  • The Curious Mind Blog

    What we’re thinking about


  • About Us
  • Careers