Despite being a world-class biomedical research institution, The Rockefeller University has maintained a relatively low profile. They enlisted New York’s C&G Partners to elevate the image and quality of communications materials in order to tell the university’s story. C&G Partners was asked to highlight the unusual qualities of the institution — whose numerous accolades include 24 Nobel Prizes — through a suite of communication materials including graduate program booklet, scientific prospectus, campus map, annual report, overview brochure and redesigned website.
The concept: “Biomedical imagery becomes modern art.” This involved taking actual biomedical imagery generated in the University’s labs and transforming it into art. The studio identified the scientific images and worked with watercolor artist Deborah Ross who created the resulting artistic images.
This visual technique became a signature design element for the University’s communications materials, with the juxtaposition of science and art underscoring the essence of the institution as well as referencing the Rockefeller family’s philanthropy and support of the arts. The project included branding strategy, print and environmental design, and a redesigned website (strategy, design, information architecture, user interface design, front-end development).
Print credits include:
Art Director: Maya Kopytman, C&G Partners
Designers: Jenny Kim, Claire Niederberger, Haelim Paek, Melinda Sekela, Vikramaditya Sharma, C&G Partners
Illustrators: Elizabeth Cardone, Jenny Kim, C&G Partners
Watercolor Artist: Deborah Ross, freelance
Copywriters: Franklin Hoke, Eva Kiesler, Kelly McLees, Wynne Parry, The Rockefeller University
Editor: Zach Veilleux, The Rockefeller University
Website credits are:
Art Director: Maya Kopytman, C&G Partners
Lead Visual Designer: Jenny Kim, C&G Partners
Designers: Bart Lewandowski, Melinda Sekela, C&G Partners
UX Designers: Leslie Dann, Jeff Tancil, C&G Partners
Lead Front-End Developer: Red de Leon, C&G Partners
Project Managers: Maggie Feuchter, Shuyler Nazareth, Jeff Tancil, C&G Partners; Meghan McCurdy, The Rockefeller University
Copywriters: Katherine Fenz, Eva Kiesler, Alexandra MacWade, Meghan McCurdy, Wynne Parry, Zach Veilleux, The Rockefeller University
Director of Communications: Franklin Hoke, The Rockefeller University
Lead Backend Developer: DataArt
