Cornell Engineering
Overview
The Challenge
Cornell Engineering needed to stand out in a crowded higher education landscape where programs often relied on similar messages of rigor and community. Traditional perceptions of engineering also discouraged underrepresented audiences, particularly women, from seeing themselves in the field. The challenge was to create a more inclusive brand that challenged these perceptions, reached new audiences, and drove lead generation.
The Solution
We evolved Cornell Engineering’s brand around “Breaking Molds,” challenging conventional perceptions of engineering and empowering underrepresented audiences in STEM. From an evolved brand and messaging platform to paid media campaigns and marketing materials, we brought the idea to life across touchpoints, helping Cornell reach new audiences and drive measurable lead generation.
Contributors:
Rebellion Group
Art Direction & Design: Kevin Skrocki & Kate Gore Creative Director: Corey Hutchinson Associate Creative Director: Jon Feld
Breaking Molds
Cornell Engineering needed an identity that challenged traditional ideas of who belongs in the field. Through inclusive imagery representing people from diverse backgrounds, the campaign positioned engineering as a field where everyone can see themselves and their future.
A Future Full of Possibility
Student imagery and layered textures captured the limitless possibilities of an engineering career, encouraging students to see their potential and imagine what they could create.
Engineering a clearer future
The identity introduced a flexible system that could grow with Cornell Engineering’s programs, from mechanical and systems engineering to other disciplines. Each program could have its own expression while remaining part of a cohesive brand.
