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, and fitness center—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.