Fashion Institute
of Technology

FIT (The Fashion Institute of Technology) is a small gem of a Community College that is part of the State University of New York.

FIT is known as one of the premier schools of fashion, situated on Seventh Avenue in New York City, one of the fashion centers of the world. Known for its famous alum like Norma Kamali, Calvin Klein and David Chu. Admired for its world-class on campus Museum of Fashion.

It is not only a great place to learn fashion but since it is a public school, it is highly affordable. In short, FIT has an enviable national and international reputation.

So, what was the challenge?

CHALLENGE

Every year 4,000 FIT students graduate and begin their job search. The U.S. Bureau of Labor predicts there will be 700 new job openings in fashion industry in the next 10 years.

FIT had a reputation of producing students who were known as being a great hire for a fashion job and that was about it.

In truth, FIT has a vibrant Advertising program, Photography program and a Business program. And the faculty at those programs were ever really happy with being identified with the term FASHION.

What do you do when you’re known for fashion and fashion starts to become a liability?

SOLUTION

We redefined what FIT does, and gave them a new narrative, positioning, advertising concepts, website design concept, and a brand spirit book concepts.

NARRATIVE

“There is a new creative economy in the world. One that demands special skills and an unconventional approach to problem solving. FIT is the place where these special talents and unusual minds are being nurtured.

We train our students to be design thinkers to look at problems holistically. They understand that sometimes the best answer to a problem is a question. And when you question everything your answers are nothing like anyone else’s.

It’s why FIT students are unlike any other. They’re unboring, unexpected, unusual, undeterred, unpredictable, unbridled, undaunted and unusually talented.

And that’s why FIT grads are highly sought after by industries where innovative minds are in high demand, in fields like Virtual Reality, Toy Design, Computer Animation, Marketing, Advertising, Mobile Technology and, of course, Fashion.

The visionaries of tomorrow are at FIT today. 

Enroll in FIT or enroll an FIT grad in your company’s battle to be relevant in the new economy.”

New tagline

Advertising Concepts
(Click to enlarge work)

Brand Spirit Book Concept
(Click to enlarge work)

Website Design Concept
(Click to enlarge work)

IMPACT

Our work was delivered to the FIT, and their agency in hand to develop and produce new marketing and visual communications materials.

According to EDU Track Session at Converge 2019: “The result of engaging the FIT community was a renewed brand infused at the core by the message stakeholders felt about the institution. Their brand story of nurturing unconventional minds permeates throughout the institution’s every day activities. With this type of high-touch engagement, the community can have pride in the development of the brand story. Furthermore, there is no lack of confidence in the full adoption of nurturing unconventional minds.”