Newschool of Architecture & Design Rebranding Case Study
Project Type: Rebranding | Iconography | Color Palette | Social Media Marketing Direction | Exterior & Interior Creative Direction | Merch Design | Apparel Design
Programs Used: Photoshop | Figma | Illustrator
In response to the Newschool of Architecture & Design's request for a comprehensive rebrand, MRDB Design Riot, comprising myself and partner Regan Decker, took charge of this exciting project. Our mission was to present a revitalized brand direction to the Newschool, encompassing various key elements:
1. Fresh Logo Direction
2. New Color Palette
3. Exterior Building Graphic Elements
4. Social Media Creative Direction/Marketing
5. Merch & Apparel Design:
Our collaborative efforts aimed to surpass our client's expectations, delivering a revitalized and cohesive brand identity for Newschool that resonates across all touchpoints.
The Newschool of Architecture and Design serves as a magnet for a diverse range of students who share a common thread — a passion for hands-on learning, a self-driven approach, and a mindset rooted in design thinking. This unique blend of qualities fosters a dynamic and innovative community within the school, where creativity flourishes among individuals with a proactive and design-oriented mindset.
Students at the Newschool of Architecture and Design thrive in design-centric environments, pushing the boundaries of their craft. The school fosters out-of-the-box thinking, creating a dynamic and resourceful space.
The vibrant atmosphere, fueled by interactions among students, faculty, and curriculum, defines the school's distinctive identity. Coupled with San Diego's beauty, Newschool stands out as a hub for creative innovation.
The current branding fails to capture our essence. As we embark on a new chapter, it's crucial to boldly tell our story. This rebranding isn't just about showcasing our identity; it's a strategic move to engage and attract future students. Our narrative will reflect the vibrant community, innovation, and excellence at Newschool.
Let’s get into the creative direction
Logo Approach
We embarked on creating a contemporary and distinctive logo that would breathe new life into the Newschool's identity, aligning with its ethos and vision for the future.
The full master logo of Architecture and Design blends tradition and innovation, rooted in a custom sans-serif typeface reminiscent of the original Newschool logo. This version maintains the same typeface without the wave, striking a balance between tradition and modernity. Noteworthy is the subtle incorporation of a wave within the "N" and "H," symbolizing our coastal location and the transformative essence of Newschool.
Social Media Logo
Recognizing the constraints of social media platforms, we streamlined "Newschool of Architecture & Design" to NSAD. In response, we crafted a simple yet highly recognizable profile icon. Employing the same custom typeface and integrating the distinctive waved "N," this logo maintains the essence of our brand identity while adapting seamlessly to the limitations of digital spaces.
Color Palette
Newschool's unique color palette represents the diversity of its five majors:
Graphic Design: Vibrant blue reflects innovation.
Construction Management: Trustworthy green signifies stability.
Architecture: Visionary yellow embodies excitement.
Product Design: Playful orange mirrors creativity.
Interior Design: Bold magenta embodies warmth and vibrancy.
This personalized palette celebrates the distinct character of each major at Newschool.
Iconography
We've created unique icons for each NewSchool program to enhance our branding:
Architecture: The triangle symbolizes drafting tools and strength.
Construction Management: A twist on the triangle represents stability and adaptability.
Interior Design: Structurally sound yet playful, reflecting versatility.
Graphic Design: A continuous curve embodies the dynamic journey of design.
Product Design: A flexible form inspired by copic marker tips signifies adaptability and creativity.
Promotional Brand Language
Our new promotional language draws from Newschool's unique location in San Diego, blending casual and cool tones to reflect our vibrant spirit. This approach aims to engage prospective students with a compelling narrative that resonates with our dynamic environment.
Drop in and experience a new wave of learning -this is a hint at the beach and surfing. It is casual and conversational-it prompts people to want to figure out what goes on here.
Find your path- we want prospective students to choose the right path for them. Maybe they don’t know what they want to do yet, they know they are design-minded individuals and that they are welcome.
Explore your passion- we want students to know if they already have a passion for design, this is where they can explore it. We also want them to know that school doesn't just work but does allow you to explore and develop your passion–one that can lead to a sustainable career. They say -If you do what you love, you never work a day in your life.
we’ve also developed some new language for promoting the different programs at the school.
Our proposed creative direction aligns with the vision of this rebrand, serving as a design inspiration to stimulate and encourage action toward this fresh option. It's important to note that the images utilized are placeholders (FPOs), and we recommend considering professional photographers for the actual implementation of this direction. This ensures a seamless and polished execution in line with the envisioned aesthetic.
Our Website Direction
Pop-up demonstration.
Introducing our "Hire an Intern" page for industry professionals seeking talented interns from Newschool. Captivating images showcase our students' creativity and collaboration. Clicking on program-specific icons leads to individual student profiles, like Deelin in Graphic Design, presented with a brief bio, quote, and work samples.
Newschool’s current social media direction vs Our direction
Their direction:
Newschool's social media needs improvement in clarity and organization. The bio should be concise, and outdated content removed. Instagram issues include old highlights, event posts without dates, and overuse of yellow. These adjustments aim to enhance Newschool's social media presence for a better user experience.
Our Direction
We've revamped Newschool's social media based on our analysis and insights from other schools. The profile image now features a bold nsad logo, and the bio invites users to explore learning in San Diego's East Village. Icons categorize content, like daily life and event highlights, in school colors. The feed showcases student work and faculty announcements, using Newschool colors for impact. This direction brings back the engaging feed style Newschool had before.
Exterior Creative Direction
Looking at Newschool's exterior, we noticed its blank canvas amidst vibrant murals on neighboring buildings. Inspired by this, we've added our own colorful touches to make the space more inviting. Our aim is to transform it into an engaging area that reflects our institution's creativity.
For the walls, we strategically placed our iconography in a scattered yet purposeful way, focusing on the F Street side. Using our five program colors adds vibrancy and showcases our diversity. The new logo takes center stage, emphasizing our identity as a design school.
The Park Street Entrance follows a similar treatment with eclectic icon placements, directing attention to the main entrance. To improve entry visibility, we've made our graphics more prominent.
We also suggest adding a bench near the entrance for visitors. Involving students, such as product designers, in its design can enhance the school environment and offer valuable experience.
Merch & Apparel Design
Newschool presently lacks merchandise for students to purchase. In response, I've crafted hoodie designs featuring our unique iconography and prominently showcasing the new Newschool logo on the front. Additionally, I've created a prototype for tote bags, intending to distribute them during orientation. Each tote bag will be personalized based on the student's major, accompanied by informative content about the respective major. To add a touch of humor and personalization, I've also designed mugs adorned with our icons and amusing quotes tailored to each major.
