As lead designer at The New School, I spearheaded the complete rebrand and ongoing visual evolution of the university's continuing education division from 2017-2021. The project began with repositioning scattered continuing education offerings under a unified Open Campus brand, requiring a new identity that would relate to the established university brand while clearly differentiating non-degree programs. I developed a variable logo system built on a customized version of The New School's bespoke typeface, Neue, creating flexible brand architecture that could adapt across diverse program offerings. Following the initial launch, I provided ongoing creative direction as the brand expanded across multiple touchpoints—from redesigned catalogs featuring expressive photography and strategic use of Parsons red, to large-scale advertising campaigns including MTA transit placements. Over four years, I guided the brand's maturation from launch concept to refined professional identity, managing both strategic evolution and day-to-day application across an expanding portfolio.