“To Do the Greatest Good.” — A direct quote from the college’s founder himself, Ezra Cornell.
This was the goal of the $5 billion campaign we partnered with Cornell University to create. The look and feel of this campaign was rooted in the idea of simply letting Cornell speak for itself.

While creating this campaign concept, we wanted to focus on highlighting the magnitude of Cornell’s legacy and achievements. Owning who they were was an important part of speaking to their achievements. A part of our visual system was taking their iconic block C and utilizing it as a stand-in for the college itself. As we worked through these graphic variations, different stakeholders within the college strongly resonated and rallied around these graphic representations of the different facets of Cornell. What started as a simple supporting graphic took on its own life as 40 different approaches to the block C.

You can see more of the full campaign here.