ISAAC WOOTEN
Loma Linda University

Loma Linda University

A health-sciences university on the web. Three 2011 templates, and the brand world behind them.

2011
Three templates, one system
Levid
Creative Director, Levid Media
3 → 11
Three templates, eleven brand surfaces
↗
Brand book
Result

Three templates for a university that is also a hospital. Loma Linda University is a Seventh-day Adventist health-sciences university in Southern California. In 2011, at Levid Media, I designed its web system: the university home, a school home and a section page, one chrome and one set of modules that had to hold eight schools and a medical centre. What it taught me: when one site serves students, patients and donors, the system matters more than any single page.

The brief

One university, eight schools, a medical centre, and a site that had to speak to a prospective student, a patient and a donor on the same page.

The answer was a system rather than a homepage. A persona selector at the very top, "I am a…", routes each visitor before the navigation does. Under it, the crest and the university's tabbed navigation stay fixed at every level, while the schools get their own name in a serif and their own crimson band. Events, news, social and popular destinations are modules that repeat on the university home, the School of Dentistry home and the Faculty and Staff page, so a school could run its own site without redesigning anything.

Crest and crimson

The heraldic crest leads every page, and the mission statement sits in a translucent crimson panel over the photograph, the one place the brand raises its voice.

Photography first

Full-bleed campus photography, students in scrubs, real buildings, warm light. No illustration, no stock handshakes.

Teal for utility

The top bar, the tabs, the footer and every button are teal, so the working parts of the page read apart from the crimson of the message.

Modules, not pages

Events, news, social and a directory search as repeatable blocks, in the same positions at every level of the site.

The templates

The Loma Linda University homepage: teal utility bar with a persona selector, the crest and tabbed navigation, a campus photograph with the mission in a crimson panel, then events, news and social modules.
The university home, 2011: persona selector, crest, mission panel, and the modules.
The School of Dentistry home: the school's name in a serif over a crimson band, a left rail of audience links, a photo hero with a teal panel, and faculty and program search.
A school home: the School of Dentistry, on the same chrome.
The Faculty and Staff page: a crimson band, a left rail, a faculty directory search, events, a feature story and news.
A section page: Faculty and Staff, with the directory search.

Brand system

The templates set a palette, a type stack and a posture but never wrote them down. I wrote them down (crest, crimson and teal, serif headlines over a condensed sans, photography framed in bands of white) and rendered the rest of the brand from that DNA: print, packaging, product screens and signage.

  • Loma Linda University. Brand world: the crest on stone, a white coat and stethoscope, an open book and stained glassBrand world · rendered from the locked brand DNA
  • Loma Linda University. Logo variations sheet
  • Loma Linda University. Logo construction grid
  • Loma Linda University. Business cards
  • Loma Linda University. Packaging
  • Loma Linda University. Merch collection
  • Loma Linda University. Mobile app screens
  • Loma Linda University. Website hero, A Higher Calling Changes Lives
  • Loma Linda University. Brand guidelines sheet
  • Loma Linda University. Billboard
  • Loma Linda University. Campus signage

The 2011 templates are the design. The brand world is a 2026 study made with my own tool from those templates, not work delivered to the university, and the crest and name are Loma Linda University's.

Many strengths. One mission.

Loma Linda University, the line on the 2011 homepage

Role

Levid Media in 2011 for the web system. A 2026 study for the brand world.

Creative direction

Founder and creative director at Levid Media, the agency that took the brief.

The web system

Three templates, one chrome, a set of repeatable modules and a persona selector, designed end to end.

Brand DNA

Extracted from the templates and locked: palette with roles, serif and condensed type, layout posture, anti-defaults.

Eleven surfaces

Logo system, stationery, packaging, merch, web, app, billboard and campus signage, rendered from the locked DNA.

  • Web design
  • Design systems
  • Art direction
  • Higher education
  • Brand DNA extraction
  • Brand systems

Next

The templates live in the archive with forty-three other projects from the agency years.

Browse the archive →