Harvard Business School: Built to Last
The industries of entertainment and sports are built on legacy, yet continually reshaped by change. Built to Last needed an identity that could hold both ideas at once.
We developed a visual system that reflected Harvard Business School’s legacy while introducing movement, energy, and optimism for the future.
Role
Art Direction
Brand Identity
Event Design
Brand
Reade Rossman
Concept Development
The identity evolved through studies in expressive typography, modular color, and imagery, moving from an editorial, legacy-driven direction toward a brighter retrofuturist system.

Brand Identity
Ivy Presto gives the title an editorial, academic character, while Monotype Grotesque brings clarity and utility to supporting information.
Brand and licensing considerations led me to translate photographic cutouts into colorful silhouettes, preserving their movement while creating a more flexible, ownable system.
Can you guess who’s who?
Key Art & Event Design
Thin rules and corner markers bring structure across formats. Harvard maroon anchors the palette, while complementary colors give the system its retrofuturist energy.
Together, these elements form the key art and extend across social promotion, speaker graphics, wayfinding, and stage visuals.
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