Designing a new visual identity is a big job. It’s also truly just the first mile in an ultra-marathon. When we partnered with NJIT to redesign the university’s institutional and athletic identities, we advised the school’s leadership that, “at the end of four years, you’ll be at the end of the beginning.” Seven years later the marathon is in full swing, At the time of the launch, we created a branding kit and online video to introduce the new visual identities and brand promise to key stakeholders throughout the state. In addition to encapsulating key messages anchoring NJIT’s brand story, the pieces offered NJIT’s president the opportunity to reach out and personally make contact with more than 3,000 business, political, academic and community leaders within New Jersey. His letter, along with the brand brochure and link to the on-line video, introduced (or re-introduced) NJIT to each leader and cast the university in a new light. Download PDF
