John Jay College / Redefining justice for an education brand
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POINT OF VIEW
In the hypercompetitive world of higher education, John Jay College of Criminal Justice has a unique story to tell. However, despite its robust liberal arts programming and commitment to educating for justice—social, legal, racial, religious, and yes, criminal—it was mostly perceived as a “cop college.” The opportunity was to redefine the meaning of “justice,” drive understanding around John Jay’s role in educating for it and get the world to recognize the vast possibilities offered by the institution. The powerful idea uncovered was John Jay fosters “fierce advocates for justice.” The phrase captured the college’s unique essence and resonated with students, faculty, board members and donors who aspire to be part of a purpose-driven institution.
POINTS OF IMPACT
The strategy was brought to life across the John Jay experience—from building interiors to uniforms to marketing collateral. Bold new lettering in gigantic type with the call to be fierce advocates for justice adorns John Jay’s breathtaking new building. The central theme spawned new programs, symposia, awards, and conferences dedicated to advancing justice. In addition to inspiring stakeholders around a renewed purpose and driving enrollment, fundraising efforts have yielded $40MM in new donations. The program received an Educational Advertising Award and the Design Management Institute’s Design Value Award.
POINT OF VIEW
In the hypercompetitive world of higher education, John Jay College of Criminal Justice has a unique story to tell. However, despite its robust liberal arts programming and commitment to educating for justice—social, legal, racial, religious, and yes, criminal—it was mostly perceived as a “cop college.” The opportunity was to redefine the meaning of “justice,” drive understanding around John Jay’s role in educating for it and get the world to recognize the vast possibilities offered by the institution. The powerful idea uncovered was John Jay fosters “fierce advocates for justice.” The phrase captured the college’s unique essence and resonated with students, faculty, board members and donors who aspire to be part of a purpose-driven institution.
Services
- Brand identity system
- Fundraising brochure
- College building signage design system
- Digital design assets
- Visual identity guidelines