New York University
Branding, Global Visual Identity Guidelines Design, Environmental Design
Scaling a brand across a complex, real-world environment
Created banners, flags, exterior signage, interior way-finding, branded items, event signage, and merchandise. Merchandise included t-shirts, umbrellas, caps, folders, notebooks, pens, backpacks, mugs and neck-ties.
At New York University, the challenge wasn’t creating a new identity—it was bringing an existing one to life across a massive, highly visible system. I worked across environmental design, signage, and branded materials—everything from campus wayfinding to merchandise—helping translate the NYU identity into something consistent and usable in the real world.
The Problem
NYU has a strong, recognizable identity. The work focused on how that identity shows up consistently across the many ways people experience the university day to day.
The Approach
We focused on how the brand shows up in use: extending the identity across physical environments (signage, wayfinding); creating consistency across everyday touchpoints (print, merchandise, events); making sure the system held together at scale.
Outcome
The result was a more unified brand experience across campus—something people could actually recognize and navigate. This project reflects how I think about brand: not as a static identity, but as something that needs to work across environments, touchpoints, and everyday interactions.
Welcome Week: Environmental Design, Conceptual design and application, Create life-size “City within a city” Concept. Collaboration with internal team and fabricators to bring to life.
All work has been created within the central New York University visual identity office, and is property of New York University. Images are property of New York University. Shown for design portfolio reference, and should not be replicated, reproduced, or sold.
