LEARN MORE
Manuel Sanchez is a New York-based brand identity designer creating thoughtful visual systems for contemporary brands. His work spans typography, color, packaging, and digital expression across cohesive brand experiences.
CONTACT
manuel@asilosmagdalena.com
@asilosmagdalenaa
Carnegie Mellon University’s College of Engineering commissioned a communication campaign to introduce incoming students to emerging research initiatives in Soft Robotics and Artificial Intelligence. The objective was to translate complex technological concepts into an accessible and engaging visual experience that could spark curiosity while reinforcing the institution’s leadership in innovation.
Soft robotics explores flexible, adaptive systems designed to safely interact with human environments — from wearable technologies and assistive devices to responsive robotic surfaces. The visual challenge was to communicate the interdisciplinary nature of the program while balancing technical credibility with approachability.
Working in an art direction role, I developed a visual language that combined organic forms with structured, technology-inspired elements to reflect the relationship between softness, intelligence, and innovation. Through close collaboration with institutional leadership, the campaign aimed to humanize advanced engineering concepts while maintaining the academic rigor associated with Carnegie Mellon’s legacy in artificial intelligence research. The resulting materials helped position the program as forward-thinking, research-driven, and student-centered.
Art Direction
Campaign Design
Academic Branding
Concept Development
Visual System Design
ROLE
Art Direction Leadership
Concept Development
Visual Language Creation
Graphic System Design
Campaign Asset Design
TEAM
Art Direction & Design: Manny Sanchez
Strategy: Greg Matson
Project Management: Angelica Del Rocio Dios Jaramillo
Photography /Set Design: Robin and Matt
Chief Marketing Officer: Donna Sturgess
Program Director: Tim Brown