Cornell Matters campaign
The higher education climate is ever-changing. As Cornell University faces these challenges, it relies on the support of those who believe in its mission.
Overview
The Cornell matters campaign launched just before Alumni Affairs & Development hosted its annual reunion for alumni and friends on the Ithaca campus. AAD's marketing and communications team capitalized on having loyal constituents gathered together and introduced the campaign during the event. Sarina built the brand identity along with a suite of print and digital collateral displayed across campus throughout the weekend for the launch.
The Brand
Understanding the weight of this initiative meant balancing existing institutional branding with the need for something unique. Since initiatives like Research matters already existed at Cornell, drawing on the established type style created a clear connection between the two campaigns. However, incorporating the Ezra Cornell silhouette distinguished Cornell matters and introduced a visual element that could be woven consistently into materials.
The development
The design and supporting collateral for reunion came together in just one week, going through extensive iterations during that time. Shown below is one of the five rounds of brand ideation.
