University Recruiting
BNY Mellon partnered with Ingenuity to design a refreshed University Talent brand to support an upcoming recruiting campaign. The updated brand needed to drive employee applications while repositioning BNY Mellon as a technology company innovating the financial industry—competing globally with both financial institutions and technology companies for top talent.
Led the evolution of the University Talent visual identity into a modular, cross-channel system designed to scale across digital, print, and experiential recruiting touchpoints.
The refreshed look and feel serves as an extension of the current BNY Mellon brand. By leveraging foundational elements of color, typography, and pattern, the University Talent brand introduces vibrancy and warmth through bold curved patterning—creating a sense of movement and creativity. The goal of the system was to help BNY Mellon stand out among competitors while remaining recognizably on-brand and adaptable across formats.
The colors chosen celebrate diversity while emphasizing impact and the pattern allows for unique ways to include imagery.
The campaign extended across both virtual and in-person university recruiting moments, including career fairs focused on interns, graduate students, and early-career candidates.
Final assets: Career site redesign, abbreviated brand guidelines, Zoom/Teams virtual backgrounds, deck template, social assets, pull-banners, flyers, and various promotional materials.
Client: BNY Mellon & Emlpoyera
Creative direction: Greg Stewart
Copy: Jason Grant & Sarah Rocco
Art direction & design: Sarah Rocco