This project sprang from two very simple insights:
1) There is no official Harvard sign.
2) The tourists do not have access to Harvard libraries.
I don't know how many times I've been stopped in the Yard by a family asking where they can find the official Harvard sign. Each time I have to reply that sadly it doesn't exist. The closest thing to a photo opp is the John Harvard Statue which is covered in urine
Thus, I concepted the layout of an in-store photo backdrop that reflected the age-old academic image that tourists craved, proclaimed the word “HARVARD” largely and visibly, and could allow for user interaction. We worked closely with Analogue Studio (credit: mockups) to bring the idea to life.