Arthur L. Carter Journalism Institute Brand Discovery and Creative Development

Project Overview

The NYU Arthur L. Carter Journalism Institute boasts a top journalism degree program at both the undergraduate and graduate levels in the heart of New York City, a global magnet for media talent, and features a singular educational model that allows students unprecedented opportunities to customize their course of study. Its brand should be clear, distinct, and unforgettable. We designed a bold new branding strategy for NYU Journalism that incorporates a striking visual direction with streamlined messaging designed to highlight the program’s commitment to the essential power of journalism and reach the students most likely to thrive.

The Challenge

NYU Journalism’s leadership felt that public perception of the program didn’t match its many impressive offerings or accomplishments. We were tasked with helping them create a distinctive branding model that would generate stronger awareness of the institute, boost their public perception, and help set them apart from their competitors.

The Solution

Our team conducted a thorough audit of the institute’s communications and brand identity and dug deep into what drives NYU Journalism students and faculty. We provided the institute with a comprehensive brand platform that reflects its values and better aligns with NYU’s brand. We outlined a new narrative that doubles down on the importance of journalism’s vital role in society and highlights the restless curiosity of our most successful students and faculty. This work has led to an ongoing phase of the project to refresh and redesign a number of the institute’s web pages to align with their revamped brand platform and narrative. Additionally, we provided the institute with on-spec design recommendations for a print brochure and postcard, event flyers, social media, and promotional swag, all of which could serve to bolster the identity and awareness of NYU Journalism.

Services

• Communication strategy
• Visual design and branding
• Content strategy and development