Poulin + Morris was commissioned by Polshek Partnership Architects to develop an overall environmental graphics and donor recognition sign program to link the various areas of Newhouse III, the latest building in the S. I. Newhouse School of Public Communications complex. The visual solutions implemented rely upon the use of visual metaphor and technology to communicate the foundation and future mission of this premiere school of journalism. A unique donor recognition wall located in the building entrance lobby acknowledges the digital evolution of public communications by using a kinetic medium to communicate donor names and personal messages to passers-by. Over one hundred, staggered, horizontal LED digital panels display this information in a fluid, synchronized pace simulating multiple news zippers communicating simultaneously as if “real time” information were being displayed. Poulin + Morris’ inspiration was to use LED technology in a non-conventional setting to symbolize the tenet “the medium is the message”. Poulin + Morris’ dynamic visual solutions function as meaningful and memorable symbols for the School. The solutions needed to be rich and engaging; not only to inspire, but to connect with the spirit, energy, diversity, professionalism, and creativity of past, present, and future generations.