NYU alumni have a lot to be proud of! The NYU community is a diverse educational and cultural community full of newsmakers and changemakers.
We were asked us to create the graphic identity and supporting print and digital collateral for the Points of #VioletPride program. The program highlights 10 current pride points that convey NYU’s standing as a premier research university with a diverse community: The 10 points of pride include student, faculty, and alumni achievements; rankings; and admissions statistics.
The design process was guided by the client’s single takeaway: NYU gives me so many reasons to be a proud alumnus/a; I love to show my Violet Pride! Guided by these criteria the campaign shows a dynamic composition made up of form, texture, typography and photography.
The primary shape forms the letter ‘V.’ It serves as both an open frame flexible enough to adapt to the 10 points and as the initial letter for #VioletPride. This prominent graphic element flaunts the iconic violet color of the institution.
Conceptually, we emphasize the unbinding power of an NYU education. The graphic image represents NYU as a window of opportunity and infinite possibilities. The design is simple, modern, graphic and bright.
A system of ten graphic compositions was created and distributed to all 470,000 NYU alumni as well as potentially NYU students. The campaign included a printed postcard with infographics for each pride point, stickers, tattoos, buttons, and magnets with one pride point per piece, encouraging alumni to collect all ten.
The pride points were shared on social media at relevant times throughout the year, with at least one pride point posted per month on Twitter, Facebook, and Instagram. The program also included creating and maintaining a Points of #VioletPride board in Pinterest. They served as the main visual identity for a coordinated social media campaign encouraging alumni to share their own Points of #VioletPride.