Cornell 150: A Festival of Ideas and Imagination celebrated the 150th anniversary of the charter that established Cornell University. The charter defined the university’s land-grant mission and set the stage for generations of Cornellians to help, to solve, and to transform the world.
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Consistent visual branding across all media and platforms, the Charter Day Weekend logo was applied to all collateral materials for this weekend-long event included digital and print publications, graphics for vehicles, and social media teasers. As the focal point of a year-long celebration, CDW logo included the 150 Sesquicentennial mark
To increase awareness of Charter Day Weekend and therefore increase attendance at campus events
· Create a festival-like atmosphere
· Use messaging, bold type, vivid color, and strong photography to promote “buzz” around the weekend and its events
· Communicate to targeted audiences how special Cornell is—a central message to neighbors, friends, visitors, prospective students and their parents
· Design to showcase high quality faculty who are leading the work Cornell does to help solve global problems
Alumni, staff, students, and the local community
Each year, in early June, Cornell University welcomes alumni back to campus for an academic retreat and to reconnect with the university and their classmates. Reunion class leadership sends multiple communications to classmates to encourage attendance. Cornell Marketing designed these materials.
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DESIGN NEEDS
Collateral materials included digital and print publications, buttons, a foldable k-card, maps, posters, and more. Branding needed to be clear and consistent across media and platforms. For a few years, the committee requested the incorporation of a bear illustration by an accomplished alumna in order to show support and promote her talents.
Goal
To increase awareness of Reunion in a visually appealing way, therefore increasing attendance at weekend events
Strategies
· Use beautiful, evocative campus images to inspire nostalgic feelings for happy times and realize the opportunity to reconnect and reminisce with friends old and new
· Incorporate the Reunion tagline to reinforce loyalty: “Then. Now. Always. Cornell.”
· Design for both print-only and digital-only publications to target alumni audiences of different ages
· Use emotionally appealing web banner images and e-postcards to drive visitors to the online “itinerary builder” tool where they could share events, sign up, and connect with other attendees
Audience
Primary: Reunion classes and affinity groups that reunite every five years; alumni (approximately 5,000 return to campus every year)
Secondary: Faculty, staff, students, and the local community
The Inauguration of David J. Skorton as the Twelfth President of Cornell University
Thursday, September 7, 2006
The Arts Quadrangle
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Excerpt from the David J. Skorton inauguration dedication album
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DESIGN NEEDS
Save the date postcard, formal inauguration invitation, inauguration dinner invitation, and inauguration luncheon invitation to the Board of Trustees, select alumni, university delegates, invited guests of the university. Event programs, tickets, dinner and luncheon program menu. Announcements, magazine and newspaper advertisements, flyers, quarter cards, and posters. Guest packet: pocket folder, letters, itinerary, information sheet.
Inauguration program, the Cornell Dividend, and a commemorative poetry book, Like a Fragile Index of the World with poems written for the occasion by faculty, alumni, students, staff, and friends of the university. Thank you cards and dedication photo album.
Images by University Photography (photo.cornell.edu). All rights reserved.
© University Photography
The Division of Rare and Manuscript Collections (RMC) offers several exhibitions each year in the Hirshland Gallery of the Carl A. Kroch Library. Since 2003, each physical Hirshland Gallery exhibition has been accompanied by a publicly available online version.
RMC’s exhibitions are not just for those who come individually to see our rare artifacts, but are the focus of class visits and research assignments, connecting RMC’s exhibition program directly to the curriculum.
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DESIGN NEEDS
In close collaboration with library staff, design and layout the Susan Jaffe Tane Mark Twain collection book and Kroch exhibition catalogs. Cover designs are often repurposed for digital and print collateral material. Koch Library’s Hirshland Gallery collection book and exhibition catalogs (as seen in the accompanying images).
Goal
The Division of Rare and Manuscript Collections celebratory exhibitions provide opportunities to reach and inspire a broad range of students, faculty, and community members.
Strategies
· use images of exhibition artifacts to illustrate book and catalog narratives
· create a typographic design capturing the look and feel of the period or subject matter
· select a pool of strong iconic image from artifacts to use in marketing materials
Audience
Cornell faculty, students, staff, researcher community and the general public
The admissions office in the School of Industrial and Labor Relations at Cornell University set out to differentiate an ILR education—what makes the school unique in a changing society, marketplace, and world?
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Admissions collateral included print media: viewbook, postcard mailers, and transfer posters. The viewbook was a significant component of ILR’s communications outreach materials. It successfully showcased the ILR School to prospective students with engaging, impactful images, profiles of current students, faculty bios, and alumni testimonials.
Use print collateral to increase the number of qualified applicants to the ILR School
· Use the tagline “one major, endless possibilities” to guide storytelling content
· Choose bold, honest images to accompany student profiles and illustrate the breadth and depth of a flexible major. Faculty bios and alumni testimonials define the possibilities and the value of an ILR education.
· Highlight beautiful images of the Cornell campus and the Finger Lakes region to show how the school is set apart: “the best of both worlds” as a small school within a large university setting
Prospective students, parents, and high school advisors, both nationally and internationally
ILR experienced a growth in applications of 15 percent for fall 2014. Open house attendance and campus visits have also increased over the past several years.
CornellX offers eight free massive open online courses (MOOCs). The edX platform powers the course and it is freely available. With edX, educators and technologists can build learning tools and contribute new features to the platform, therefore creating innovative solutions that benefit students everywhere.
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Design Needs
Collateral included web banners, html email banners, and graphic elements for course ads and banners.
Goal
The publicize the launch of CornellX MOOCs and encourage new sign-ups for 2014
Strategies
· Create a distinctive identity for MOOC classes
· Incorporate faculty images, light blurs, and content-specific graphics for courses
· Modify graphic elements and create eye-catching visuals to fit a variety of online uses
Audience
National and international students; online learners
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LOGO
College of Veterinary Medicine
CORNELL RUFFIAN EQUINE SPECIALISTS
Logo (comp stage)
Cornell Ruffian Equine Specialist logo (stage comp)
SPCA of Tompkins County
2022 Fundraising calendar, holiday card, and bookmarks
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HOSPICARE
2023 Women Swimmin’ 20th Swim
Honoring the women who initiated the first swim and all swimmers, cyclists and volunteers who annually participate in Women Swimmin’ for HOSPICARE, a fundraising event that supports the services provided to the community by Ithaca Hospicare. Tompkins County Center for History & Culture donated the use of the lobby display case in recognition of Ithaca Hospicare & Palliative Care Services 40th Anniversary.
2018 Women Swimmin’ identity
Women Swimmin’ for Hospicare is a community swim—not a race—that raises money in support of Hospicare & Palliative Care Services. At dawn on a Saturday in August, more than 300 women will leave the east shore of Cayuga Lake and swim west to the Ithaca Yacht Club (a distance of 1.2 miles).
Wizarding Weekend promotions
Wizarding Weekend (WW) is a celebration of Magic, Science, and Fantasy filled with family friendly activities, entertainment, and food. Supported by a grant from the Tompkins County Tourism Program and local business community sponsorship, the festival includes a Halloween costume contest, flash fiction writing contest, a pumpkin carving contest and auction. Admission is free. WW Passports and event tickets can be purchased online through the WW website.
Proceeds from Wizarding Weekend Festival and events benefit local non-profit organizations.
Designers: Wendy Kenigsberg and Lorraine Heasley
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DESIGN NEEDS
Sub-brand Wizarding Weekend promotional materials with consistent use of type and color. Provide effective and functional design solutions for WW Passport, banners, posters, labels, and social media ads. Oversee production of collateral materials.
Goal
To increase participation and drive interest to the Wizarding Weekend website for tickets and information about the schedule of events, entertainers, contests, and WW activities.
To promote interest in STEM and the arts though college outreach and WW programming, contests and performances.
Attract visitors to Ithaca
Strategies
Use clear and consistent visual branding across media and platforms; incorporating the Wizarding Weekend logo.
Use collateral with site-specific events throughout the weekend
Audience
Primary: Ithaca community
Secondary: Surrounding Finger Lakes counties
Results
This year’s event attracted over 10,000 participants increasing support for local non-profit organizations.
2018 Women Swimmin event logo
15th Annual Women Swimmin Event
Cayuga Lake, Ithaca, NY
2019 Wizarding Weekend events poster
2019 Wizarding Weekend activity passport. The passport includes a schedule of events, games, activities, event map and features WW Flash Fiction winners.
Wizarding Weekend Posters
WW T-shirt
Alumni Affairs and Development (AAD) facilitates lifelong relationships between Cornell University and alumni, parents, and friends. Together, with dedicated alumni and staff volunteers, AAD produces 2,000 events around the world per year and raises current-use, unrestricted funds that the president, provost, deans, and directors can use where needs and opportunities are greatest.
Design and marketing collateral was created for the following projects and programs (as seen in the accompanying images).
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Cornell NOW!
This Cornell University capital campaign raised $672.9 million in fiscal year 2015, which ended June 30. These funds vaulted the Cornell Now! Campaign above $6 billion and set new records for dollars raised and participation.
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Annual Fund
The Cornell Annual Fund reaches out to as many alumni as possible to raise unrestricted support for the university and its colleges and academic units. Cornell Annual Fund gifts are vital to the health and continued growth of the entire university.
1865 Society
This giving circle recognizes alumni and friends who have given gifts to the university for consecutive years.
Cornell Family Fellows
Acknowledging the support of parents who give generously in their student's first years as Cornellians, Cornell Family Fellows brings families together for a gathering and tour of the campus in appreciation of their gifts. Collateral for the Cornell Family Fellows package included a brochure, html email, invitation, and event poster. Designs focused on iconic imagery with consistent use of color and graphics to unify the materials.
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Bring Touchdown Home Fundraising Initiative
Bring Touchdown Home was an alumni-led fundraising campaign designed to honor Cornell’s beloved unofficial mascot and raise money for the installation and maintenance of a bronze bear statue. The Touchdown statue was designed, cast, and installed onto the new 1915 Plaza to commemorate the 100th anniversaries of Schoellkopf Field and Cornell’s undefeated 1915 football team. The statue was unveiled during Homecoming 2015 and was one of the many celebrations that took place during the university’s sesquicentennial year.
Design Needs
Collateral materials included a large scale portable display panel, web banners, poster, html email banners, informational quarter cards, buttons, stationery, magazine and newpaper ads.
Goal
To encourage alumni and athletics alumni donations to fund Bring Touchdown Home project, including a maintenance endowment
Strategies
· Raise school spirit and recognition of an historic athletic event
· Encourage participation in a campus beautification project and educate students, alumni, and visitors about the real Cornell bear mascots
· Use clear and consistent visual branding across media and platforms; incorporate the tagline “Bring Touchdown Home!”
· Use collateral to engage alumni with site-specific events throughout the year
Audience
Primary: Cornell athletics alumni
Secondary: Cornell alumni and friends
Results
More than 250 alumni and friends provided personal and financial support for this project.
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The Cornell Club-New York
The Cornell Club-New York has a renowned reputation in the heart of Manhattan for accommodations and services in the tradition of a private club. The club offers a getaway from the hustle and bustle of midtown and provides access to fine meals, social events, and facilities. A home-away-from-home for many Cornellians, the club welcomes alumni members, faculty, and staff, not to mention alumni from affiliated schools.
Design was tasked with updating the existing Cornell Club branding, providing a consistent visual identity across all media, and strengthening the club’s affiliation with Cornell—with the goal of increasing club membership. This project required assessment of previous communications/publications (website, newsletters, brochures, folders) and survey results to evaluation each communication vehicle’s effectiveness, look, feel, messaging, and logo use.
Findings were summarized and used to create a visual identity system: logo, color palette, image
Committed to teaching natural history sciences, evolution, climate change, environmental and outdoor education, the Paleontological Research Institute (PRI) and its Museum of the Earth (MOTE) provides access to the seventh largest fossil collection in the United States. Affiliated with Cornell University, PRI interacts closely with numerous university departments in research, teaching, and public outreach.
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Collateral materials were needed for the 75th anniversary fundraising campaign that solicited major gifts for bridge funding, building endowment, and debt reduction. Materials included a pocket folder, case statement brochure, templates, pledge cards, mailing inserts, and stationery. Additional promotional materials were created for Darwin Day: graphics, poster, programming tent card, and invitations.
Raise awareness, increase MOTE membership, and encourage Darwin Day event attendance
· Freshen the Museum of the Earth brand
· Use Darwin Day weekend and its event collateral to reach larger audiences (Darwin Day weekend is an annual commemoration of the birthday and ideas of Charles Darwin (1809–1882) and features panel discussions, speakers, films, live performances, and a celebration at Cornell and the museum)
· Provide collateral graphics that may give guidance for future, lasting marketing materials
Primary: Cornell University students, faculty, and staff; Ithaca College biology department; SUNY Binghamton students, faculty, and staff
Secondary: Ithaca community and current PRI/MOTE audiences
