Every brand refresh is a love letter to change. Here’s how we wrote Mville’s.

Photography credit | Dan Freel

It started with a lesson in listening.

The Challenge
Manhattanville’s campus community had undergone incredible shifts—internally and externally—over the course of many years. The institution had previously moved from an in-house marketing team to outsourcing with an agency.

When I stepped into my role, I helped guide the decision to bring the work back in-house—laying the foundation for the team we have today.

The Turning Point
That return sparked something more than just a change in process. It marked the beginning of building a symbolic framework to truly reimagine what the institution’s branding could become.

The Question That Guided Us
When I began refreshing Manhattanville’s visual identity, I started with one question:

What do students feel when they step on campus?

Because the work isn’t just about making things look good—it’s about creating a sense of belonging, and making sure the marketing reflects the heart of the institution.

What We Changed
My team and I brought this to life in many ways, but two of the most crucial shifts were:

• Bringing a full-time photographer and videographer onto our team, allowing us to capture and share the story of our community in real time—with care and consistency.

• Handing ownership of our social media to students, giving them the space to show what it really feels like to be part of Manhattanville, with thoughtful guidance and oversight from our team.

That didn’t just build authenticity—it built trust. And when our students realized that, it changed everything.

Looking Ahead
This refresh was never a one-time project. It was the beginning of a deeper commitment to storytelling, authenticity, and student voice. As we continue building the brand, we’re asking new questions—but always coming back to the same foundation: how does it feel to belong here?

Want to see how it came to life? Explore the full project.