Engineering for Humanity is a campaign developed by Columbia university students and alumni. Whether we know it or not, every decision in our lives intersects with engineered solutions. Columbia is engineering for humanity, touching every corner of human life with innovations, inventions and investments.

This brand direction uses gaps and parenthesis to highlight engineering’s expansive, yet often hidden influence and connection to humanity. The spaces can be filled with words, images, and stacks of images which can populate in various ways to draw attention to its broad impact. The visual approach uses a minimal (sometimes brutalist) directness that feels contemporary and institutional, but also has a slight edge that resonates with prospective students, students, as well as a sophisticated urban audience.

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Project / BRAND IDENTITY
Client / COLUMBIA ENGINEERING
Studio / AFTON KLEIN GROUP
Creative Director / MIKE DAINES