New York City is a global classroom, yet the narrative of the "NYC University" is often monopolized by institutions like NYU and Columbia. Despite its deep roots, Fordham’s geographic advantage was being treated as a footnote rather than a feature.

To reclaim this territory, we shifted the focus from the campus gates to the city streets. The strategy was to position New York not just as a location, but as the curriculum itself. We developed a comprehensive campaign across print and digital that visually fused student portraits with the urban fabric. By integrating the scholar into the skyline, the work affirms that joining Fordham means enrolling in New York itself.

Artistic Director: Ruth Fieldman | Designer: Me