Wild Postings |

How does a university showcase the cross-disciplinary spirit that defines its students? By asking bold questions. For The New School’s “Force of New” campaign, we designed a series of eight 4’ x 6′ posters installed as wild postings across Manhattan, supported by a microsite, animated ads, environmental graphics, and commercial products—all built around a cohesive visual system.

The wild postings and web ads broke through the usual noise by reimagining the traditional wheat-paste poster form. The web ads, driven by an unconventional typographic style, delivered over four times the expected traffic to the university’s site—proving the power of thoughtful design and daring ideas.

Two posters that say "Can urban farmers grow into Fulbright scholars?" and "Can opera find a home in a Brooklyn loft?"

Two posters that say "Can data be empathetic?" and "Can tagging save lives?"

The posters were installed in eight sections and always as a pair ot have maximal effect. The shifts in scale and position of the letterforms allowed the posters to still look good, even if the installation was misaligned.

new school wild posting

Digital ads extended the visual language of the posters and allowed for animation. The link took the viewer to a microsite that told the story about the student the questions were based upon.