Back to Pratt

Pratt Institute’s response to the COVID-19 pandemic and the coordinated return to campus was communicated through the Back to Pratt campaign.

For Back to Pratt, I created a design system based on universal visual and verbal language that sought to avoid heavy-handed, serious-sounding communications. At its core was a visual motif of repeated arrows and a set of accompanying icons to illustrate the idea of continuously progressing forward through a difficult time.

Back to Pratt consisted of physical signage placed around campus as well as a web- and social media-based component. Flexibility was built into the system from the beginning, taking into account the need to produce new signs and media at very short notice as guidelines and conditions changed.