Along with several peers, I co-founded a project to showcase the personal stories and recollections of students, alumni and faculty at The King's College in New York City in an effort to raise money to combat the institution's financial troubles. As the sole designer on our team, I was responsible for crafting a visual identity to represent the project across various media. It was important to use a design language that drew attention to our cause rather than itself. We also desired a brand that reflected Manhattan's Financial District, where the institution at the center of our project was located. Upon launch, the project grew quickly, amassing tens of thousands of views and expanding to a large collection of entries. We also attracted the attention of several media outlets, including The New York Times, which interviewed me personally for an article about the college.