Momentum for Hofstra’s Next Chapter 

MBLM partnered with Hofstra to lead a comprehensive brand transformation rooted in collaboration, consensus-building, and strategic alignment across multiple stakeholders, including deans, departments, boards, senior leadership panels, and the president. Our discovery process revealed unleveraged equities: a rich heritage, a strong sense of place, a campus students call home, and an ambitious strategic plan for the future. We juxtaposed these attributes with Hofstra’s distinctive advantages—its breadth of academics, interdisciplinary offerings, arboretum-designated campus, and location between New York City and the coast—to underpin the new brand strategy. The brand promise centered on the concept of momentum, reflecting how Hofstra propels student achievement both during and after college by uniting a mix of benefits and characteristics that foster long-term success. 

We designed a bold new logo, a modern symbol combining the tulip from Hofstra’s Dutch heritage, an open book, and an institutional shield into a monogram. Alongside this core identity, we redesigned Hofstra’s iconic athletics lions, creating a suite of marks for use across its wide range of sports programs. We preserved the equity of the university’s blue and yellow colors; augmented them with a supporting palette; and created a new design system grounded on grid systems, motion, and a symbol-based language. Custom glyphs, inspired by iconic campus landmarks, conveyed mood and a strong sense of place. A dedicated photoshoot generated a library of branded imagery, video, and drone footage to support a polished and authentic visual aesthetic.

From this foundation, we then planned, designed, and developed materials, moments, and experiences ranging from the intimately small to the monumental: 

• Branded merch that students, faculty, and staff would proudly use 

• New templates for academic, administrative, and event communications 

• A fully revamped admissions suite designed to elevate the applicant journey, with messaging targeted at future incoming classes, visually engaging and tactile formats, and content to support decision-making and conversion 

• A coordinated launch plan to build alignment, generate excitement, amplify school spirit, and inspire new ambassadors 

• An awareness campaign across digital and out-of-home media to raise stature and recognition with prospective students 

• A comprehensive wayfinding system and iconic physical installation to improve campus navigation and reinforce the new identity 

• A website rebuilt from the ground up with a new information architecture, refreshed look, and intuitive user experience fit for the future 

The new Hofstra brand launched with high visibility and significant impact. It was unveiled to donors at the university’s annual gala by the president and introduced to the campus community through a series of pop-up events. Across these activations, more than 10,000 students engaged with the new identity through interactive stations, giveaways, and live screen-printing stations. The visual identity came to life across Hofstra’s 244-acre campus through new environmental graphics and wayfinding. Uniforms and gear for 21 Division I athletic teams and more than 20 club sports are being updated to reflect the new brand. Today, Hofstra presents itself as a bold, modern university that is proud of its heritage and able to demonstrate a commitment to delivering value. The transformation led by MBLM has helped shift perception, foster community pride, and align stakeholders around a powerful brand built to meet future challenges.