The University of California, San Francisco (UCSF), is a research university that is part of the University of California system. UCSF is entirely dedicated to health sciences and is a major center of medical and biological research and teaching, and is ranked as one of the top biomedical universities in the world. Iconic helped UCSF launch their $5 billion fundraising campaign – the largest campaign in the institution's history. We developed a comprehensive communications system that included a campaign name, identity system, logos, standards manual, case statement design, digital design, fundraising messaging, and copywriting. Iconic led the production of multimedia, brochures, one-sheets, invitations, website, and event planning. We also wrote, produced, and directed a collection of campaign films for the launch event.