As San José State University’s Student Union, Inc. neared completion on their several-year Student Union construction and renovation project, they began a national search for the team that would provide the facility branding, experiential graphic design, wayfinding and donor recognition. They found Thysse. Taking a comprehensive brand approach, Thysse incorporated architectural details unique to the building and embraced fonts and iconography designed by SJSU Art School faculty. We identified and mapped wayfinding needs and opportunities. During the process the Thysse creative team partnered with current campus brand experts to develop a graphic palette and pattern language that helped create brand and identified important spaces in the building that would impact the visitor experience. We identified donor recognition opportunities and ideas. And we developed an overall project schedule and plan to hit the ground running using a combination of Wisconsin and San José fabricators and our national install crew.