The institution, founded in the 70s, wanted a gift wrap that would help refresh its image. It wanted to appeal to its youthful student population, yet not alienate its more corporate or institutional audience. We decided to re-visit the school crest, as it is still the one constant element of the institution's visual identity, drawing from it the colour palette, but updating the blue with a brighter hue for the background.
The design applies a structured, block pattern to balance the more playful tone that makes reference to the iconic "I heart NY" tag (given the institution's acronym) and gives room for bright red hearts.
Project Year: 2011