PROBLEM: The challenge for Babson College’s new satellite campus in Boston is building recognition and attracting attention from local foot traffic and new students. In a bustling urban environment, effective wayfinding and eye-catching window visuals are crucial for increasing visibility and driving engagement with the new location.

CREATIVE STRATEGY: The creative needed to be dynamic and flexible to succeed. Bold on-street wayfinding and window visuals would capture local foot traffic and establish the campus as a hub for entrepreneurial education. Anchored in Babson’s core theme of Entrepreneurship, the design incorporates the brand palette with themes of innovation and growth. Modular assets allow for easy updates to promote special events or seasonal campaigns, while staying aligned with the college’s branding. This ensures a fresh, relevant presence and fosters deeper connections with both students and the community.