The City University of New York is the largest urban university system in the nation, spanning 24 schools across five boroughs. However, they didn’t look or act like a single university system, and many schools tried to hide any association with CUNY. 

A bold, new and differentiating brand platform drew inspiration from both CUNY’s prideful students and New York City itself. A new positioning united their entire system and a new visual identity was implemented to give each of the schools something to rally behind.