As New Jersey Institute of Technology (NJIT) continues to remake its campus in the thriving University Heights section of Newark, the school’s visibility is dramatically on the rise. Among other strategies, NJIT is using signage and environmental graphics as a powerful branding tool. The aim is to raise the school’s profile within the city, commensurate with its reputation as one of the nation’s top public science and technology universities. Installation of the wall blade on the boulevard joining NJIT’s campus with the campus of Rutgers University Newark is key to branding NJIT within the neighborhood and reinforcing the University Heights identity. Conceived and designed by CN Foundry, the blade is only the latest step in a multi-year effort by NJIT’s administration, faculty and student leadership.