A new, contemporary arts university affiliated with the Art and Design Centre of Pasadena had launched in Mexico City. It offered four distinct career paths: film, industrial design, interior design and graphic design. The identity is simple, expressing the values of timeless design, but with enough visual excitement to make the students feel part of a leading-edge design school. The number 4 plays a consistent role, representing the school’s curriculum pillars. The imagery pulls from typography, film, product and interior design in a way that doesn’t distinguish one over the other but that builds a complete story. The poster doubled as a brochure that could be distributed in high schools across Mexico.