ADC (Art, Design, and Coding) is a student community at HSE ART AND DESIGN SCHOOL, and I had a leading role in developing a solid visual system to increase internal unity and visibility. When I began working on the brand, there were hardly any graphical assets aside from a single smiling mascot. To address the alienation felt by the majority of 1-4 graders, I conducted a survey and proposed a flexible and playful visual system that would represent the community's diversity and encourage individual expression. After three stages of development, we arrived at the final visual style.