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Harvard GSD Campaign

The Harvard University Graduate School of Design is embarking on its most important campaign to date; the goal of which is to raise one-hundred-million dollars in support of the students, faculty, and design leaders who will give form to the 21st century.

The GSD first engaged Bruce Mau Design to articulate the big idea of the campaign. Inspired by the balancing of contradictions inherent in the GSD’s approach to architecture and design, our team developed the "Grounded Visionaries" name, messaging, and a communications framework that, within a compelling narrative structure, organizes the various stories and funding priorities of the campaign.

BMD also designed the visual identity and graphic system for the Grounded Visionaries project. We then worked with the development team at the GSD to develop a communications strategy that would identify and connect with audiences during and after the launch of the campaign.

Bringing the graphic and verbal systems to life, the BMD team created and produced the invitation, program, banners, animations, and graphic installations for the launch event, as well as all signage and way-finding. The launch featured the Grounded Visionaries exhibition and speakers such as Rem Koolhaas and Jeanne Gang.