Identity extension & promotional products

As Assistant Art Director for the New School University Office of Publication Design a major focus of my work was the extension of the existing institutional identity and its application to a line of promotional products to be sold to the student and academic population.

The existing orginizational identity, designed by Ivan Chermayeff, worked well for administrative and institutional functions as an identifying mark, but I wanted to bring energy and expression to the identity in order to extend its use into other areas.

I wanted to free the identity from its association with all things administrative and connect it to the concept of a multi-school academic and social community.

Once this direction had been solidly established, the resulting motifs were disseminated via publications being produced in our office.

Finally, I developed designs for a line of promotional products based on the identity extension.