The New School
2006 REBRAND 100 Winners > best of awardsIndustry: Educational Institutions/Libraries- Below: Before Image, Rebrand Images, Summary, Credits
Summary: Challenge - The New School is an unconventional institution that faces major branding challenges. Its eight schools are highly independent– some are even better known than the university itself. There’s a heritage of change and personal expression that makes consensus harder to achieve. Strategy - The new branding effort is the culmination of a two year process that began with research, included scores of interviews, development of a new core positioning, and closed with “town-hall” meetings for the entire community. The result is a naming architecture that makes the name of the university an integral part of the names of its divisions; a design approach that captures the urban excitement of the campus; and a new advertising campaign that spells out what The New School stands for. Result - With the new naming architecture and excitement about the campus, spurred by the rebrand, enrollments are up, alumnae giving is strong, and there’s broad agreement that the new brand fits The New School. Credits: Client: The New School - www.newschool.edu Branding Firm: Siegel+Gale - www.siegelgale.com Creative Director: Howard Belk Design Directors: Young Kim, Anne Swan Senior Designer: Lloyd Blander Copywriter: Peter Swerdloff [back] |
