Paula Giraldo is a designer, art director, and creative problem solver living in NYC.

Brand Building and Admissions Support

Printed Recruitment Pieces
Brand Building and Admissions Support


Welcome Packet
Brand Building and Admissions Support

NYIT needed a welcome packet for incoming students that reflected the diversity, dynamism, and technological focus of the university. This folding poster and inserts introduced new students to the adventure they were about to start at NYIT — while highlighting the brand colors and the university’s thematic use of a square representing a building block, a pixel, and a foundation for innovation.


Fun and engaging photos of student life provided a quick visual reference to the opportunities that awaited accepted students. Three inserted cards drove students to join the university on social media, take next steps required for enrolling, and find more resources online.


Extended Education Catalog
Brand Building and Admissions Support

This colorful suite of course catalogs for continuing education students showcases opportunities for adult students to gain knowledge for career advancement or personal fulfillment. These non-degree programs were visually tied to NYIT’s degree programs through the consistent use of type, but were differentiated by use of the university’s secondary color palette.


Next Steps Brochure
Brand Building and Admissions Support

New students were overlooking important steps in the enrollment process, so I developed colorful guides for accepted students in the style of a game board to clarify the sequence of actions needed and encourage students to keep moving forward.


Admissions Flyers
Brand Building and Admissions Support

This suite of recruitment materials highlights NYIT’s “hip to be square” motif, combining simple graphics and two-color schemes that visually relate the pieces to each other and make it easy for the Admissions team to identify quickly by color.


Art Direction: Diego Rios; Photography: Martin Seck


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