EXPRESS NEWARK - RUTGERS UNIVERSITY

Rutgers University–Newark (Express Newark Initiative)
As part of a high-impact engagement at Rutgers Newark, I played a central role in shaping the visual and experiential identity of the university’s community arts and innovation hub, Express Newark.

My contributions spanned across multiple brand-building and strategic design efforts, including:

Logo Concept & Brand Identity: Led the creative direction for the visual identity, developing logo concepts that reflected the initiative’s core values of collaboration, equity, and innovation.

Website Design: Designed and structured the user experience and visual interface of the website, ensuring clarity, accessibility, and alignment with Rutgers’ brand standards.

Brand Guide Playbook: Authored a comprehensive brand guide to establish design consistency across all digital and physical touchpoints, providing a foundation for long-term brand sustainability.

Internal Wayfinding System: Designed the internal signage and wayfinding system to improve visitor navigation and reinforce the center’s identity throughout the physical space.

Promotional Marketing: Created marketing assets and campaigns for public events, workshops, and gallery exhibitions, driving awareness and community engagement.

Strategic Leadership: Regularly collaborated with the School Board of Directors and university leadership, including Chancellor Nancy Cantor, presenting design strategies and securing buy-in for creative direction.

This project combined strategic design thinking with civic impact, and stands out as a milestone in my work as a creative director and UX leader.