harvard business school

The HBS Digital Initiative (now a part of Harvard’s Digital, Data and Design D^3 Institute), wanted to rebrand their annual conference and create a reusable design system. The Harvard Business School is one of the most recognized brands in the education space, and has strict brand guidelines. The DI had their own variation on the brand as well.

Mary Jo, partnering with agency exUrban Inc., worked with the HBSDI to understand the brands, and visited spectacular Klarman Hall—site of the annual conference—to see the space and understand how it would impact the designs. With this knowledge, Mary Jo designed a logo, as well as design elements including a vector pattern, invites, a series of reusable social media post designs, landing pages, and the video backdrop for the huge screen in the event space. Mary Jo and exUrban Inc. also worked closely with the HBSDI team to extend the brand into environmental elements such as table settings, cookies and cupcakes to be served at the post-conference networking event.

HBSDI also came to Mary Jo and exUrban Inc. to refresh their social media ‘DI’ icon. The result was a cleaner and more modern mark, making it easier to stand out in the noise of social media.

brand identity • event graphics • pattern design • digital