Design for the capital campaign of the world's premier collegiate business school.

Founded in 1881, The Wharton School of the University of Pennsylvania is the world’s first collegiate business school, producing leaders and visionaries in the world of business, including Warren Buffett, Elon Musk and Ronald Perelman. As a work-study student designer for the External Affairs department, I’ve had the opportunity to work on numerous projects related to the school’s capital campaign, alumni outreach and flagship events.

The FY18 Donor Honor Roll, redesigned using the campaign identity.

The campaign’s identity system largely revolves around the use of text and color. Typefaces New Grotesk Square and Farnham are used throughout the system, the former delivering a bold voice filled with impact. Midnight Blue and a number of secondary Wharton blue shades are applied everywhere from standard backgrounds to color overlays on pictures.

Social media cards with testimonials.

The campaign’s identity premiered with the launch of the University of Pennsylvania’s “The Power of Penn” campaign, and the design was showcased for the first time at the Wharton Global Forum in New York. A number of different applications were designed to fill the venue with the campaign brand, allowing us to develop new ideas for different environments. Because of the limited design system, it was imperative that alignment, sizing, and clear text was perfected with each asset. Text was reduced to prevent the design being bogged down by having too many words.