New York City College of Technology—known as City Tech—was seeking a refreshed brand image that showcased the energy and diversity of its academic programs. Eight departments were selected for the visual project, and I collaborated closely with school directors to develop and refine shot concepts for each space.

The goal was to move away from stock imagery and capture authentic student environments using modern, technology-driven methods. For example, in the Nursing program we used a remote X-ray machine to image the internal components of a robotic patient, then combined those radiographs with actual photos of the robot to create a layered visual.

To bring this concept to life, I evaluated all available props and materials within each department to ensure they aligned with the desired aesthetic, and created acquisition lists whenever essential elements were missing. Some items became central to the story—such as the uncut lenses in the Optometry department—while in other cases, like Dentistry, the repetition of treatment rooms formed the visual narrative. Every detail played a role in shaping the final concept and accurately representing each program.