Rutgers University

Founded in 1766, Rutgers is the nation’s eighth-oldest university and one of America’s original colonial colleges. Today, it serves more than 71,000 students across Rutgers New Brunswick, Rutgers Newark, Rutgers Camden, and Rutgers Health. As a leading public research institution and member of the Big Ten, Rutgers combines academic excellence with spirited athletics, diverse campus communities, and a vibrant student experience. EFK partnered across the Rutgers ecosystem, working with the university as a whole and with individual schools and colleges to create communications that felt both unified and uniquely their own.

Founded in 1766, Rutgers is the nation’s eighth-oldest university and one of America’s original colonial colleges. Today, it serves more than 71,000 students across Rutgers New Brunswick, Rutgers Newark, Rutgers Camden, and Rutgers Health. As a leading public research institution and member of the Big Ten, Rutgers combines academic excellence with spirited athletics, diverse campus communities, and a vibrant student experience. EFK partnered across the Rutgers ecosystem, working with the university as a whole and with individual schools and colleges to create communications that felt both unified and uniquely their own.

Client

Rutgers University

Industry

Higher Education

Services

Brand Research & Strategy
Brand Development
Brand Design Implementation
UX/UI Design
Web Development
Visual Design
Paid Media Management
Social Strategy & Management
Photography
Video Production

A university of opportunity

The
Challenge

  • Reclaim performance authority
  • Modernize the brand without losing heritage
  • Create a cohesive global identity across every touchpoint
  • Drive relevance with a new generation of competitive and casual players

School of Business

Road to Wall Street Video

EFK partnered with Rutgers Business School to execute a full-spectrum brand evolution that matched the school’s global ambitions. From designing a high-impact viewbook to producing cinematic video campaigns, we reimagined how the institution connects with top-tier talent and industry leaders. At the center of this effort was The Road to Wall Street series, a video campaign built to prove that a Rutgers education delivers real-world outcomes. Moving from student dreams to corporate success stories, the narrative spotlights how the program bridges the gap between raw ambition and corporate dominance in New York City, where over 95% of program interns land jobs within a year. Positioning Rutgers as a premier talent pipeline for elite financial firms, this high-energy asset was designed to drive student recruitment while opening doors for potential corporate partners and donors.

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Mentor Cut

Building elite programs requires elite buy-in. Tailored specifically to solve a key client challenge of securing high-level corporate participation. This cut was strategized as a targeted recruitment asset for industry executives and corporate leaders. It highlights the high-value impact of mentorship by showing prospective partners how giving back directly shapes the next wave of Wall Street talent while strengthening their own recruitment pipelines.

00:00

Mentor Cut

Building elite programs requires elite buy-in. Tailored specifically to solve a key client challenge of securing high-level corporate participation. This cut was strategized as a targeted recruitment asset for industry executives and corporate leaders. It highlights the high-value impact of mentorship by showing prospective partners how giving back directly shapes the next wave of Wall Street talent while strengthening their own recruitment pipelines.

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Peer - Mentor Cut

Every video asset was engineered with a distinct strategic purpose for our client. Designed as a dual-purpose recruitment driver, this cut highlights the peer-mentor role to inspire advanced students to step up as campus leaders, while simultaneously showing prospective undergrads an insider look at the access, energy, and opportunity that define the program. It establishes a clear path from campus ambition to career dominance, turning real student experiences into a powerful enrollment and
leadership engine.

00:00

Peer - Mentor Cut

Every video asset was engineered with a distinct strategic purpose for our client. Designed as a dual-purpose recruitment driver, this cut highlights the peer-mentor role to inspire advanced students to step up as campus leaders, while simultaneously showing prospective undergrads an insider look at the access, energy, and opportunity that define the program. It establishes a clear path from campus ambition to career dominance, turning real student experiences into a powerful enrollment and
leadership engine.

00:00

Viewbook

Mason Gross
School of the Arts

Digital Experience

Mason Gross has its own rhythm, its own point of view, its own way of seeing the world. We brought that spirit to the screen, stretching the Rutgers brand into a more expressive visual world while giving Mason Gross a presence all its own. Student showcases, exhibitions, performances, and stories take center stage, creating a digital home that feels curious, expressive, and unmistakably Mason Gross.

Digital Experience

Mason Gross has its own rhythm, its own point of view, its own way of seeing the world. We brought that spirit to the screen, stretching the Rutgers brand into a more expressive visual world while giving Mason Gross a presence all its own. Student showcases, exhibitions, performances, and stories take center stage, creating a digital home that feels curious, expressive, and unmistakably Mason Gross.

Built for discovery

There’s a lot to explore at Mason Gross, and we wanted the site to reward curiosity. We created a flexible UX that lets visitors move naturally between programs, people, events, stories, and student work. The experience is less about following a straight path and more about stumbling onto something unexpected.

Built for discovery

There’s a lot to explore at Mason Gross, and we wanted the site to reward curiosity. We created a flexible UX that lets visitors move naturally between programs, people, events, stories, and student work. The experience is less about following a straight path and more about stumbling onto something unexpected.

Graduate School
of Education

Website

Rutgers Graduate School of Education needed to bring a broad and complex organization into one cohesive digital experience. With multiple programs, audiences, departments, and perspectives, there was no simple way to tell the GSE story. EFK started by listening. Through stakeholder interviews, research, content mapping, and audience analysis, we built a deep understanding of the school and its audiences. We then used that insight to align stakeholders around a shared vision, prioritize what mattered, and create a clear strategy for how the experience should work. From information architecture and content structure to UX and design, every decision was grounded in that strategy. The result is a site that brings clarity to complexity, gives Rutgers GSE a stronger, more unified voice, and proves that a deeply strategic website can still be modern, engaging, and beautiful.

Website

Rutgers Graduate School of Education needed to bring a broad and complex organization into one cohesive digital experience. With multiple programs, audiences, departments, and perspectives, there was no simple way to tell the GSE story. EFK started by listening. Through stakeholder interviews, research, content mapping, and audience analysis, we built a deep understanding of the school and its audiences. We then used that insight to align stakeholders around a shared vision, prioritize what mattered, and create a clear strategy for how the experience should work. From information architecture and content structure to UX and design, every decision was grounded in that strategy. The result is a site that brings clarity to complexity, gives Rutgers GSE a stronger, more unified voice, and proves that a deeply strategic website can still be modern, engaging, and beautiful.

Student Affairs

RU Well

Doing well in college isn’t just about doing well in class. RUWell was created to provide students with tips, health hacks, and campus resources to keep their mind, body, and spirit fully charged. In our research with students, we found that traditional wellness messaging could feel overly serious, clinical, and easy to tune out. So we went in the opposite direction.

We created seven playful ambassadors, each representing a different dimension of wellness and giving students a recognizable face for everything from academic and financial health to physical, emotional, social, environmental, and spiritual wellbeing. Each character became a way to deliver tips, health hacks, and Rutgers resources in a voice that felt more approachable and relevant to student life.

RU Well

Doing well in college isn’t just about doing well in class. RUWell was created to provide students with tips, health hacks, and campus resources to keep their mind, body, and spirit fully charged. In our research with students, we found that traditional wellness messaging could feel overly serious, clinical, and easy to tune out. So we went in the opposite direction.

We created seven playful ambassadors, each representing a different dimension of wellness and giving students a recognizable face for everything from academic and financial health to physical, emotional, social, environmental, and spiritual wellbeing. Each character became a way to deliver tips, health hacks, and Rutgers resources in a voice that felt more approachable and relevant to student life.

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