Project — Branding, 2024
The Bronx Ad School
Committed to sharing experiences and connections with NYC’s next generation of exceptional leaders.
Client
Advertising School
MY ROLE
AD & Brand Design
Bronx Ad School
We are for the Creative Hustlers.
We are for the Creative Hustlers.
The Bronx Ad School shapes meaningful careers across Media & Marketing, Sports, and Entertainment
The Challenge
The media, sports, and entertainment industries face a persistent diversity problem, with many talented graduates from underrepresented backgrounds struggling to break into these competitive fields. Traditional education often fails to bridge the gap between academic theory and real-world industry demands, leaving students without the practical skills and professional connections needed to succeed. The Bronx Ad School needed a brand identity that would position them as a premium but accessible alternative to traditional advertising education while appealing to diverse NYC postgraduates who lacked industry experience. The challenge was to differentiate from competitors focused on creative skills rather than business acumen, reflect the cultural richness and ambitious spirit of The Bronx, and attract multiple stakeholder groups including students, colleges, industry professionals, and corporate clients that would partner with the school.
The Solution
We positioned The Bronx Ad School around the idea of “Creative Hustle,” a mindset that embodies resilience, grit, ambition, and the ability to turn challenges into opportunities. This approach differentiated the school from competitors by balancing creative training with business acumen and real-world application. The brand identity not only elevates the school as a premium yet accessible choice for diverse NYC postgraduates, but will also attract interest from corporate partners and industry professionals. By celebrating the culture and spirit of The Bronx, the brand signals opportunity, allowing students to see themselves as part of this industry.
Unpack the design decisions that bring this vision to life in the sections that follow…
MY ROLE
Art Director at C42D
Art Direction
Brand Design
Involved with the whole project cycle, I worked closely with the strategy team during the strategy phase before fully taking over brand design and brand guidelines. I then oversaw applications of the brand as well as website design. As the voice of the brand, I'm presented all concepts and led internal critiques to refine and elevate the project.
THE TEAM
Brand Strategy Clinton Barnes, The Connected Agency
Digital Design TJ Knight, C42D
Students &
Industry Professionals
Audience
The Bronx Ad School audience encompasses both students and industry professionals looking to partner with the school.
Students are ambitious young adults from diverse NYC backgrounds eager to turn their passion for media, sports, and entertainment into real-world careers. They crave practical skills, meaningful industry connections, and guidance that bridges the gap between classroom theory and professional expectations.
Moodboard
Providing opportunities for growth by leveraging the grit found naturally within our students.
For real hustlers.
For real grit.
For real New Yorkers.
For real.
Color Palette We reflected the diversity of The Bronx, encompassing its people and environments. Dark and light neutrals symbolize a range of skin tones and urban landscapes typical of the borough: subway cars, stairs, bridges, sidewalks, concrete, brownstones, and visual grit. White is a blank slate symbolizing opportunity, while unexpected lime green evokes the vibrancy of street art that surprises you as you round a corner. Hunter green represents the green spaces locals know and love.
Typography Drawing inspiration from classic ads and entertainment posters, a bold, geometric sans typeface communicates with clarity and confidence, setting itself apart from the condensed typefaces of Miami Ad School or Bronx Museum branding. It takes up space in the room. It is paired with a mono-spaced typeface, symbolizing the equitable opportunities available to every student.
Graphic Elements Bold pathways symbolize creative connection, serving as a network of opportunities for students to navigate, reflecting their journey from theory to practice. These imperfect lines, containing key phrases, subtly evoke street art without resorting to stereotypical representations.
Photography
Style 01 Photography captures the student experience and the school’s connection to The Bronx. We highlighted program events ranging from networking dinners and industry conferences to sporting events and concerts, therefore showcasing the opportunities students gain through participation. Complementing this, imagery of New York City, with a focus on The Bronx, reinforces the school’s cultural roots and authentic sense of community.
Style 02 We also featured diverse personalities, cultures, and backgrounds through portraiture, capturing the perseverance inherent in B.A.D. students. Full-color imagery represents authenticity and truth in addition to the strength of each individual's character and their readiness for success in the industry.
