WAB Bridge Campaign
Connecting a Global Community During Border Closure
In 2020, border closures scattered WAB’s community across the world. I built a campaign around the school’s most recognizable feature, its campus bridge, as a metaphor for staying connected across distance. The visual system was direct and repeatable by design, and the community quickly made it their own.
As demand grew to use the graphics in their own work, I expanded the system into a flexible visual language inspired by the geometric compositions of Piet Mondrian. It scaled across everything from parent-teacher conferences to music events, giving the whole community a shared and adaptable look. That clarity and emotional pull later became the foundation for WAB’s full rebrand.
How do you reinforce belonging when your community is physically dispersed across the world?
WAB needed a unifying narrative that could bridge distance without minimizing reality.
