• Client: City Tech (CUNY)
    Role: Art Director
    Campaign Objective: Boost student enrollment
    Deliverables:

    • 3 Subway Posters (60” × 45”)

    • Social Media Campaign

  • Prospective students questioned whether college was still worth it, accessible, or relevant in a post-pandemic world. Traditional enrollment messaging no longer resonated with a generation shaped by disruption, financial pressure, and digital-first communication.

  • City Tech has a proven track record of alumni who have gone on to shape New York City across design, public service, hospitality, and technology. This campaign leverages real success stories to make the value of a City Tech education tangible at a time when prospective students question the return on higher education. By showing where tech can take you, the campaign reframes City Tech as a launchpad for real careers and real impact.

Software used

Icon with the letters 'Ai' in orange on a dark gradient background.
Adobe Photoshop icon with a dark blue background and light blue initials 'Ps' in the center.

This project is a multi-channel advertising campaign developed for City Tech, centered on subway posters and digital platforms to support enrollment growth.

The campaign uses real alumni success stories to highlight the practical outcomes of a City Tech education across a range of industries. By focusing on real-world achievements, the campaign positions City Tech as a strong pathway to meaningful careers and long-term success.

Logo of New York City College of Technology, featuring a shield with a vertical tower and university initials, and the words 'New York City College of Technology' and 'City Tech' in blue text.

City Tech’s Alumni mentioned

I used the college’s official brand colors to reinforce a consistent visual identity through a three-layer design approach. College imagery sits in the background, followed by a color overlay and a subtle tech-inspired pattern to introduce a modern, digital feel that aligns with the institution’s identity. The typography was carefully selected to balance seriousness with elegance.

Digital billboard featuring a black and white photo of a man in business attire. The background is blue with digital lines, and the text promotes a success story for Larry R. Felix, a Liberal Arts Major at City Tech of New York City College of Technology, highlighting his leadership role at the U.S. Bureau of Engraving and Printing.
Poster featuring a black and white photograph of Salvatore Cassano in a suit and tie, with a smiling expression, set against a blue background with building silhouettes and digital graphics. The poster promotes New York City College of Technology, emphasizing the theme 'See where tech can take you' and highlighting Cassano's background as a liberal arts major who led the U.S. Bureau of Engraving and Printing.

Resized and optimized Instagram versions of the campaign for effective social media use.

Instagram post promoting New York City College of Technology, featuring a black and white photo of Salvatore Cassano in a suit, smiling, with text highlighting his background and achievements, and the college's logo.