Tackling the question of, “What is design?”

Client: Carnegie Mellon University School of Design
Campaign // 2022 // 3 Months // Team and Individual (Credits below)

Alongside the release of the new identity system, the “Make it all in Design” campaign reflects the School’s newfound commitment to actively decrease the barrier of entry into a design education.

In researching the CMU’s School of Design application progress, our team noted a key barrier to submitting an application—the lack of a simple explanation as to what design actually is and how this definition can change based on who, in particular, is applying. As a result, we developed a multi-media campaign that emphasizes current and past students’ work combined with text that feels like a casual conversation.
The “Make it all in Design” tagline refers to the School’s diverse curriculum which allows students to explore their own interests. Throughout the campaign, the tagline’s layout is flexible throughout the poster, website and drawing activity.  

The campaign offers a unique opportunity for high school students to actively engage in design.

A collection of some of my experiments for the drawing activity before arriving at the final form.
Langston Wells and Mia Tang - Web Portal
Alice Cai and Angela Lee - Creative Directors
Yoshi Torralva - Visual Ideation, Brand Extension, and Production
CMU School of Design // Brand Identity + Campaign
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