This project included a new brand strategy, identity and photographic style for the New Mexico State University. Created for Landor Associates, the design plays off the notched shape of the state of New Mexico. A symbolic"quilt" pattern was created as a secondary graphic, using the colors of the southwest sky. The patchwork pattern is a metaphor for the land grant status of the University, and its mission to serve many diverse communities throughout the state. Photographic style is rich and warm symbolizing the heritage and deep knowledge base of the academics.