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When I started working for the Visual Arts program at NYU Abu Dhabi, they had a wordmark but very little else in terms of a defined visual identity. Taking cues from the style of the wordmark as well as the DIY nature and attitude of the students in the program, I designed a mascot and visual system that drove all the communications, publications, social media, and merchandise of the program from 2018-2021. The system invited playfulness and ownership by providing an opportunity for Vis Arts students to riff on the mascot and create their own designs with the components of the system.

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