The NYU Shanghai Commencement Committee (SCC) is a student-led committee responsible for organizing events leading up to Commencement Day and serving as a liaison between the graduating class and the university. The Marketing & Creativity team develops the annual theme, visual identity, and creative direction, influencing event aesthetics, communications, and merchandise design.
As Director of Marketing & Creativity, I worked collaboratively with Assistant Directors Sissy Li and Tiffany Leong to shape the committee’s visual language, branding strategy, and design creative output across events, marketing materials, and merchandise.
The SCC 2025 logo draws inspiration from vintage airline branding, referencing the bold, emblematic style of classic carriers such as Pan Am. Designed to resemble an old travel agency or airline insignia, the logo reinforces the committee’s role as a guide for departure and transition, anchoring the retro travel concept at the core of the visual identity.
In contrast, the NYU Shanghai Class of 2025 logo takes inspiration from vintage hotel stamps and passport markings. This secondary mark emphasizes arrival, passage, and memory, complementing the travel narrative while marking the graduating class as part of a larger global journey.
Header Font
Shrikhand
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SECONDARY/TEXT FONT
Coolvetica
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Event Flyers +
Social Media Posts +
88 Days to Graduation Passport-Style Invitation
Senior Bonfire Post-Card Style Invitation and Photos
Senior Graduation Gifts for the Class of 2025
Foldable Re-usable Shopping Bag
Card Deck
Sleep Eye Mask
Luggage Tag
Keychain
Travel Pouch
Hand/Face Towel