Unifying Vision at the Crossroads of Technology and Humanity

Cornell Bowers had a long history of breaking new ground. They needed a new brand identity and digital experience that was just as cutting-edge.

  • Branding
  • Education
  • Experience
  • Marketing
  • Technology

The Challenge

Create a brand and digital experience as pioneering as the College itself.

This was no small ask. Cornell Bowers lives on the leading edge of tech. Faculty are renowned industry and global thought leaders. Their research and innovations accelerate progress and better our world. Their students are the future leaders who will literally define what’s next. The bar was set high. We had to shape the story of a place that helped shape the Information Age itself.

The Insight

What makes Cornell Bowers different is how it connects tech and humanity.

This place is unlike anywhere else due to its unique passion and mission to connect progress to purpose. To work across all disciplines as they explore the interplay between humanity, society, and technology. They are the catalyst that sparks positive change while keeping that change grounded and connected to Cornell’s mission of bettering the world.

The Solution

Connecting everything they stand for with everything they do.

We built a shared brand foundation for Cornell Bowers that brought the departments of Computer Science, Information Science, and Statistics and Data Science together in new and purposeful ways.

The identity system we created is bold, inclusive, and flexible, with a new logo mark and design language that communicates forward momentum. Colors, typography, and graphic patterns create a shared visual language for all of Bowers that emphasizes openness, collaboration, and optimism.

Digitally, the new website connects the three departments and brings the brand to life through dynamic interactions, human-centered storytelling, sophisticated yet intuitive functionality, and a uniquely bold energy.

At every level, we reinforced Bowers’ place within Cornell and the world — three departments with a shared mission of collaborating across disciplines to drive innovation and progress.

The Work

Delivering transformative work took next-level collaboration.

Every team member and discipline at Primacy worked seamlessly together to elevate every aspect across strategy, design, content, and technology.

  • Brand Strategy – reframing the Cornell Bowers positioning around its founding mission: purposeful tech for human progress.
  • Qualitative Research – conducting stakeholder interviews, student and faculty surveys, and competitor audits to unlock valuable insights and new opportunities.
  • Branding & Identity System – developing a bold, flexible visual and verbal identity that unifies departments while projecting momentum, innovation, and humanity.
  • Website UX, Design, and Build – designing and developing an unprecedented digital experience in Drupal, guided by the DX strategy, with seamless navigation, human-centered storytelling, and dynamic design.
  • Site Mapping & Content Migration – auditing, restructuring, and migrating content to create a streamlined, scalable architecture that improves usability and clarity.
  • Client Workshops & Training – equipping the Cornell Bowers team with brand guidelines, storytelling frameworks, and CMS training to ensure consistency and scalability long after launch.

The Results

A catalyst for change with a singular, purposeful voice.

Punctuating its leadership position in departments and disciplines that are reshaping our world, Cornell Bowers’ new website demonstrates their breakthrough thinking while staying approachable to students, faculty, alumni, and partners. Most importantly, the brand reframes the cultural conversation around computing: not tech for its own sake, but tech as a force for good.