The New School

Brand + Advertising System

OVERVIEW

I was hired as an art director/consultant to create a universal print and digital advertising system to unify and support the needs of seven unique academic divisions of The New School, including Parsons The New School for Design. The final concept celebrated The New School's history and ongoing vision of innovation.

The final creative system included: an updated global logo system, headline copy system, as well as photography and design style guides. Launch of the new advertising system was timed with the grand opening of The New School University Center at 5th Avenue x 14th Street.

STRATEGIC MESSAGING

The New School is:

At intersection of theory and practice
Cutting-edge and forward-thinking—preparing graduates with a multi-faceted skill set and knowledge base for today's fluid job market
Educating leaders in the creative economy who benefit from unexpected and intriguing alignment of traditional disciplines

ART DIRECTION / DESIGN / CONSULTING

Global Logo Lockup System

A logo lockup system, including color palette and informational hierarchy, was developed to both unify while distinguishing the seven unique academic divisions that make up The New School.

ART DIRECTION / COPYWRITING

Global Headline Copy System

A headline copywriting system was developed utilizing “anchor words” that reflected The New School vision and value proposition. The system allowed the various academic divisions to “mix and match” these anchor words to best embody their unique offerings.

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ART DIRECTION / PHOTO EDITING

A photography library was developed with usage guidelines as an integral part of the advertising system. To reinforce the university values and target audience, photo selection guidelines specify: graphic color, creative composition, and an individualistic energy.