NYU has a global reputation that comes with the New York territory. How do we contextualize the energy and opportunity of New York while speaking to NYU's remote first, take from anywhere online programs? We developed a unique sidecar brand language for NYU's online specific programs that could flex into a campaign to drive enrollment, and position NYU as a premier online program provider for all degrees. I owned this concept from development to executions. It was one of two concepts shown to the client and remained concept work.