The City University of New York is the largest urban university system in the nation, spanning 24 campuses across five boroughs. They didn’t look or act like a university system, and many schools tried to hide any association with CUNY, if they mentioned it at all.
A new, ambitious brand identity gave the entire University network something to rally behind. Inspired by CUNY’s bold, energetic students and New York City itself, the new positioning as “The Greatest Urban University In The World” gave them a platform to unite their offerings, programs, colleges and schools. Such an assertive claim called for bright colors and active imagery, adding depth and excitement to the improved and flexible University system.
The new brand identity improved affinity for CUNY by 35% among prospective students and contributed to an 11% surge in applications the year of the launch.