Client
School of Visual Arts —
Masters in Branding Program
Date
Annually (Ongoing since 2022)
Role
Creative Director, Designer, Strategic Collaborator
Purpose
To conceptualize, design, and creatively direct the yearly thesis theme for the SVA Masters in Branding program — translating each graduating class’s unique collective inquiry into a compelling, visual narrative that brings their final work to life.
Objective
Create an adaptable yet distinctive design system that reflects the intellectual and emotional depth of the students' thesis research while capturing the program’s reputation for bold, rigorous, and culturally relevant thinking.
CHALLENGE
Each year’s theme must feel timely and thought-provoking while also standing apart from previous years. The challenge lies in distilling a broad body of student work into a single unifying concept—one that resonates visually, thematically, and experientially across multiple formats (print, digital, exhibition).
The creative must meet both academic standards and industry expectations, and be flexible enough to support everything from stage graphics to thesis books to social content.
APPROACH
The process begins with collaboration, working closely with program chairs, faculty, and students to synthesize emerging themes from the class’s research. From this foundation, an overarching thesis title is developed—such as Threshold, Fracture, or Obsolete Futures—crafted to hold narrative tension while allowing space for interpretation. I then take the year’s theme and lead the creative direction and strategy, working with an animator to develop the themed visuals and video segments that shape the overall experience.
A visual identity system is built through typographic and symbolic elements that capture the conceptual arc of the theme, and I guide the development of all visual materials, including print collateral, social media, digital banners, stage visuals, and promotional graphics. Finally, the design system is applied across thesis books, program websites, motion elements, and final presentations, ensuring a cohesive yet flexible identity across every channel.
SOLUTION
A distinctive, fully custom theme identity each year, including title treatment, grid structure, color palette, and visual motif
Modular visual system that could be extended by students for their individual projects while maintaining brand coherence
A strong integration of typography, layout systems, and semiotics that reflect the conceptual rigor of the program
Art direction that evolves each year while remaining rooted in the MPS Branding tone: curious, critical, and cultural
Seamless visual consistency across physical and digital touchpoints—used by faculty, students, and external partners
outcome
I have successfully designed and directed thesis themes for multiple graduating classes, each recognized for its conceptual clarity and visual strength. Through this work, I strengthened the visual identity and public-facing perception of the Masters in Branding program while reinforcing its culture of intellectual exploration, visual experimentation, and strategic excellence.
The themes have been featured across SVA platforms, shared widely on LinkedIn and Instagram, and praised by both faculty and leading branding professionals. Beyond elevating the program’s visibility, this work helped unify the thesis experience for students and established a legacy of rich, referential annual themes that now serve as both academic artifacts and ongoing creative inspiration.
