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The New School came to The New York Times with a brand awareness problem. The challenge was to make prospective students aware of the breadth of the university’s offerings across all of the schools. To address this, I developed a concept that profiled students across various New School divisions about all of the school’s offerings.

The Answer

In this branded content narrative, a dynamic human perspective of The New School’s offerings enabled prospective students to understand a first hand account of what the University has to offer.