Impact Campaign

Twinkle, twinkle, little plus sign…


Commissioned by one of the Columbia's fundraising teams, the Impact campaign solicited donations from the school’s 47,000-plus alumni.

I have always been fascinated by the brand's mythological and celestial origins — a riff off the staff of the god Hermes (or Mercury, if you’re more into the Roman side of the story).

I pitched this concept that visually centers around a comet — an astronomical phenomenon that actually makes a real impact wherever it lands.

But more than its apocalyptic connotations, comets are beautiful. When visible in the skies, they can be seen by thousands, millions, or even billions of people at once. Their tails stretch far behind them, leaving a mark of their journey; a record of where they've come from and, and a small indication where they are going.


© Kyle J. S. Picone
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