The Importance of Messaging
Design and copy are vital components in creating a cohesive message of empowerment. By using key statements like "Forge," "Engineer Greatness," and "Climb the Ladder or Build Your Own," paired with aspirational imagery, we communicate that anyone is welcome at Cornell to work hard and pursue their goals. While Cornell is known for its rigorous programs, I emphasized a visual direction with softer tones and imagery to highlight aspiration and opportunity. Cornell is not here to test you, but to forge you into a leader.
Breaking Molds
This project tackled the challenge of building a cohesive creative strategy that truly resonated. More than just promoting engineering at Cornell, it inspired prospective students to see what is possible. We used real testimonials and a focused landing page to highlight the support students receive throughout their journey. By emphasizing hard work and real outcomes, we challenged stereotypes and showcased the impact of an engineering degree across the fourteen programs within Cornell's College of Engineering. The visuals, including thoughtful photography and wide landscape shots, reinforced the message of limitless potential.
