Badiallo Diawara is a graphic designer currently working at The New School.
Badiallo Diawara is a graphic designer currently working at The New School.
The New School First Year Campaign Branding
Role: Lead designer
Creative team: Sung Baik(Production)
Deliverables: Campaign identity, banners, tote bags, postcard
Audience: First-year students (with 40% international population)
I developed a visual system that centered around the university’s mascot, styled with Dada-inspired word bursts and typographic play. The mascot became a metaphorical "guide" — with expressive, whimsical typography radiating from its head, capturing the joyful chaos of new beginnings and the buzzing energy of campus life.
Each layout featured cropped, unexpected framing of the mascot to evoke curiosity and approachability, while the dynamic type conveyed excitement and emotional movement. The identity aimed to feel modern yet timeless, so it could evolve yearly while remaining recognizably part of the campaign system.
This system was extended to the Admitted Students Day postcard fetauring the words “You’re Invited” in the same style.