Rutgers Camden // Forever Forward

Rutgers University Camden came to my team with a problem: The quality of its academics wasn’t matching assumptions about it. They wanted to change perception of Rutgers Camden from 3rd choice state school in a rundown area to reflect reality: that Camden is resilient and strong and evolving, and Rutgers Camden is successfully starting bright, hard working students on their career paths.

They came to me with just two words, “Forever Forward,” a line from a Walt Whitman poem. They liked how it sounded, and felt like it encompassed their brand spirit, but that’s where they were stuck. So I read that poem, again and again, and wrote their manifesto, which became their brand video.