The New School

The New School Brand Film

Context

Create a brand film that introduces the university’s new brand identity, designed by the great Paula Scher.

Strategy

Conceptualize The New School’s “Design-Inspired Process,” its interdisciplinary curriculum, and the spirit of innovation through imaginative and original visual metaphors.

Solution

A genre-defying mixed media film invites visitors to learn more about The New School’s philosophy while embodying the mindset of future creative leaders it seeks to create.

Creative Concept

We were asked to introduce The New School’s exciting new visual identity in a surprising and engaging brand film.

The New School asked us to express a vision for their future inspired by ‘Tabula Rasa’ — a blank slate waiting to be filled with sensory experiences. The idea encompasses not only the range of educational possibilities presented by The New School but the mindset of students who attend the prestigious art and design college.

Design Methodology

We blended techniques and media to produce a human, hand-crafted feel.

We used a combination of both analog and digital arts to illuminate the core elements of The New School curriculum. Everything from handmade lettering to animated projections gives the film an “out of the box” mentality and serves as a metaphor for the creative process available to students.