Touro College
Director of Advertising DesignER | Brand architect
The assignment to produce a memorable and scalable identity for a large university encompassing 32 schools in three states and four countries came after six years of trial and error, learning about the brand and its customers, all amid a changing higher ed landscape. Detailed research and intensive visual exploration yielded new messaging and a visual identity that would identify the brand’s core strengths and help differentiate the university in a very crowded college marketplace.
It took time to develop a narrative and visual language that would support enrollment, new initiatives and produce real results every semester. Branding is like creating a new language that enables the brand and future customers to understand each other. The new branding has been used with great impact throughout the university system, from social media graphics to billboards and everything in between.
Every semester challenges me to inspire an entirely new group of prospective students. It works well, since there's no place more inspiring than a college campus full of 18,000 students who are yearning to change the world.
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