The event brand was centered by a location-driven concept, ‘Destination: Boston,’ to highlight the city’s many student-friendly features and to foster a sense of place and connection between College and Conservatory students. From there, we developed a vibrant visual suite to celebrate their arrival in the city.
The visual direction for orientation needed to feel fun, vibrant, and celebratory while uniting the Berklee College of Music and Boston Conservatory at Berklee brands to welcome both groups. By expanding the brand palette with vivid, additional colors, we could speak to the entire student body in a fresh way while keeping brand recognition strong.
A new display typeface provided a bold, textured element, brought to life through animation, and a highlighted ampersand helped tie everything together.
Materials spanned from slide decks to sweatshirts to social media filters, so the visual system needed to flex and adapt. More playful elements, like the redrawing of the schools’ mascot Mingus, can be used to turn the volume up, while the system’s pattern, collage, and location-based messages can be for more practical applications.