In 2023, I spearheaded the complete repositioning of the NYU Leadership Initiative brand to the newly created NYU Changemaker Center in order to address evolving stakeholder needs, audience feedback, and industry trends.
The main challenge here was to create a visual look that appealed to our audience who were familiar with the old brand, while also showing growth and change to match the department’s new name and mission.
In partnership with the NYU Marketing and Communications team, I oversaw the entire process from original visioning to the final brand refresh with distinctive visual and editorial language, including updated positioning statements, art direction, copywriting, videography, and asset creation.
This style guide showcases the strategy and design process behind the visual refresh and is now used to guide the Changemaker Center team members and partners as a reference when creating content or materials for the brand.
