Most recruitment and marketing videos for schools strive for simple beauty: linear and drama-free. But that’s not how engineering works. The essence of higher education as practiced at Northwestern’s McCormick School of Engineering is complex and imaginative, different from the others. How can that be captured?
There are other points to consider. Northwestern’s new branding standards need to be quickly grasped and interpreted with respectful creativity. Of course, return on investment is part of the equation as well.