Impact Campaign

Self-Mailer for the Annual Gift Appeal


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

In my tenure as Columbia Business School’s sole designer working on the school’s overarching visual brand, I have always been fascinated by its mythological and celestial origins as 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.

Yellows and purples brought the school momentarily out of the realm of collegiate and into the realm of the mystical and the sentimental; I wanted the overall piece to feel energizing (the golden yellow) but also to be rooted in a sense of tranquil calm (the indigo violet).


© Kyle J. S. Picone
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