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LEFbranding

the lef 10th anniversary 

ClientThe Luxury Education FoundationParsons The New School, & Columbia Business School.

The Luxury Education Foundation is a public not-for-profit organization that focuses on education programs. An opportunity for students to engage with leaders of the luxury industry, the foundation celebrates their 10th anniversary next year in 2015. The foundation works with Parsons The New School and Columbia Business School students to create case studies on luxury brands. The courses offer an interdisciplinary approach to education and an opportunity to learn more about the industry.

The project began with rebranding the LEF logo for the specific occasion. A visual image that retains the original logo and embodies the following meanings: Reinventing tradition, exciting, clean aesthetics, a collaborative movement into the future, craftsmanship, a learning opportunity, and as a symbol of longevity.

Because the celebration will take place in the New School building on Fifth Avenue, the identity was considered to apply exactly for the exhibition space.  The space will showcase ten case studies on ten boards across the window side. The project is still ongoing and will include print (invitations, posters), digital (tablets/ monitors/ website), and installations in the Parson's building on 5th avenue. 

option one: geometric polygons in dark shades.

option one: geometric polygons in dark shades.

option two: colorful polygon aesthetic 

option two: colorful polygon aesthetic 

option three: simplified shapes with accents for the monitor interaction visuals

option three: simplified shapes with accents for the monitor interaction visuals

option four: linear points as visual representation

option four: linear points as visual representation

Individual Role:  Graphic design concept, print, and digital materials. 

Teamwork and supervision: Parsons Design Strategies department, Jessica Corr (supervisor), Alexandra Tosti (design concepts, print, & digital), Steven Huang (interior arch), and Yunong Zhang (lighting & space).