Cornell Tech had an unprecedented opportunity: Build a new campus in New York City, and reinvent technical education at the graduate level.
But it still needed to articulate a vision for a place that didn’t yet exist—and rally the world’s brightest students, faculty and tech industry partners to sign up and participate in a transformative experience.
Our set of posters and signage needed to bring this sense of intrigue and excitement to life across New York City.
The posters bring the intertwining nature of the city and the school to life, playing off of the idea of Cornell Tech as a cog in a much larger system. Its constantly-evolving color palette is designed to show that Cornell Tech will indeed be many things to many different constituents.
And the Twisted T, the focal point of the school’s new identity, is featured heavily in each poster, intriguing curious minds to think about how such a design is even possible.
Early feedback from the campaign has been overwhelmingly positive. Thanks to the strong promotional and branding materials, Cornell Tech experienced a surge of 400 applicants through its site in only a week and a half post-launch. In addition, it filled 100% of seats for campus visits.