The University of Baltimore
Penn Station Takeover


After recent boosts in enrollment, the University of Baltimore looked to solidify its brand position in the Baltimore area. While an anchor of Baltimore’s Midtown neighborhood, UB’s main campus sometimes gets lost in a landscape that includes world class art galleries, grand hotels, and a thriving cultural scene. New UB President Kurt Schmoke sought to increase the school’s visibility in its own backyard for visitors and residents alike.


Working with UB’s communications team, idfive engineered a takeover of the largest transportation hub in the city—the historic Pennsylvania Station—which just happens to be next to the university. idfive developed a brand refresh that focused not only on UB’s “Knowledge That Works” mantra, but showcased the amazing work the school and its students are doing in Baltimore. From kiosks to platform signage, UB converted Penn Station into an extension of the university with stories of its impact in the city on every sign—inside and out. The work also won a Gold award from the Collegiate Advertising Awards in the Outdoor Transit/Airport/Subway Series category.