Fordham University
New York is my Campus. Fordham is my School.
Fordham University's new McShane Campus Center masterfully combines historical and modern elements, creating a vibrant hub for students, faculty, and staff. This ambitious three-phase project merges a dining hall, student center, fitness center, arcade, and marketplace —previously separate entities—into a unified 170,000 square foot, Passive House–certified student life center.
brandx played a key role in this transformation, unifying the campus branding and signage with the school’s new motto, “New York is my campus. Fordham is my school.” This was achieved through strategic use of university colors, the school’s seal, and nods to its New York City setting. Notable implementations include bespoke illustrations on vending machines and extensive use of Fordham’s Maroon for various signage elements. The highlight is a laser-cut wooden seal adorning the Campus Center’s banquet hall, symbolizing the fusion of tradition and modernity in this rejuvenated space.
Sector: Education
Size: 170,000 sf
Location(s): Bronx, NY
Exploring New York, Fordham Style
A striking hand-drawn map of Manhattan by local artist Chanel Dehond transforms an everyday student space into a captivating celebration of Fordham’s deep connection to New York City. Spanning a set of five vending machines, the artwork is emblazoned with the university's iconic slogan, "New York is My Campus. Fordham is My School."
The map invites exploration, featuring nods to Fordham’s Lincoln Center campus and playful hidden gems like King Kong scaling the Empire State Building, a mischievous Where’s Waldo, and secret messages celebrating the city’s vibrant energy. This branded installation is more than just art—it’s a dynamic reflection of Fordham’s unique place in the heart of New York.
A Connection Space
The Arcade serves as a junction between destinations and is a first impression to metropolitan students, parents, sports spectators, and prospective students, who all use this space for various reasons. When adding graphics, brandx felt it imperative to consider who the end users were, and what this space was used for. Every intervention needed to provide clear wayfinding while exemplifying the energetic Fordham University brand.
The Drivers: Navigating Legacy, Energy, and Education at Fordham
Fordham Through the Ages: A Journey in Eight Moments
The educational plaques are notched into the gaps and spaces of the existing stone architecture of what used to be the separate exterior facades of the Campus Center and Rose Hill Gym. These plaques create a scavenger hunt experience allowing Fordham visitors to step into the rich tapestry of the university's history with an exhibition celebrating pivotal moments that define its legacy.
From the birth of the beloved Ram mascot in 1893 to the resonant toll of the Victory Bell in 1946, these milestones encapsulate the spirit, resilience, and tradition of a storied institution. They explore the electrifying triumphs of the Seven Blocks of Granite, the timeless pride evoked by the historic Rose Hill Gym, and the sacred beauty of the University Church. Ram’s fans are also given the opportunity to discover how Fordham Maroon became the namesake’s signature color, hear the origins of “The Ram” fight song, and feel the weight of history in a time capsule marking the university's enduring commitment to its mission.
